Customers interact with an organization, company, or brand through several methods, including in person, via the phone, online, through mobile devices, and on social media. These touch points can start from either inbound or outbound communication. Multiple business units, such as customer service, marketing, and public relations are responsible for these touch points. Unfortunately, customer engagement reporting often fails to capture many of these interactions because the business units do not collaborate and/or because quality monitoring has not been extended to non-voice channels. Extending quality monitoring to all customer engagement channels can eliminate the invisible customer experience absent from much reporting.
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