The report highlights three ways brands can better serve customers by aligning humanity with technology through omnichannel communication. First, humanize the digital experience by ensuring customers can reach live agents when needed, since 65 percent prefer real human interaction. Second, understand customer intent by analyzing how channel preferences align with purposes, such as visiting stores for purchases or calling centers for complaints, and train agents accordingly. Third, use empathy to guide decisions by strengthening core data strategies and providing staff with a multidimensional customer view. Brands should invest in improving existing channels customers prefer, not in unnecessary new ones.

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