Customer interaction is a vital part of shopping in all channels, but the advent of digital communication platforms such as social media has completely revolutionized the way in which shoppers want to engage with brands online.
Whereas once consumers were happy to go into a store and chat to an assistant, or phone up a call center to log an inquiry, now ecommerce retailers are expected to deliver instantaneous service, without necessarily requiring the customer to actually speak at any point…. Read the full article