This cloud contact centre guide explains how accelerated digitization has raised customer expectations for seamless, personalized service across channels, with growing demand for self-service and higher interaction volume and complexity, and it warns that poor service drives churn and negative social sharing (page 3). It argues customer-centricity is a competitive advantage, enabled at scale by automation and AI that help organizations understand customer journeys from discovery to purchase and support, and deliver consistent experiences when customers switch channels (page 4). The guide recommends using data by defining key touchpoints, capturing data at every interaction, consolidating it in the cloud to avoid silos, and applying analytics and visualization to understand needs and predic

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