Join the multi-channel mix, they say. Prepare your omni-channel customer strategy. Migrate to a seamless channel-switching platform. There’s a relentless call to build an integrated digital customer service offering and when you look at the research, it’s clear why.

According to 2016 research by the Corporate Executive Board (CEB), only 28% of customers now rely primarily on the phone – a decrease from 66% three to five years ago. Instead, J.D. Power reports that 77% of consumers have used a company’s social media channel for customer service, while research cited by Jay Baer tells us that they want that service fast – 42% of customers expect a reply from companies on social within an hour.

Accordingly, digital migration strategies have been a board level topic for the past five years, with Accenture, McKinsey, EY and all other established players now touting their offerings to the FTSE 100. For contact centre decision-makers, looking for ways to improve their digital customer experience is now a priority. Gargantuan cost savings are promised: untold wonders of customer satisfaction await. But can the results really live up to the hype?

Over the past three years, we at Blue Sky have conducted in-company research and conversation analysis with over 9,000 customer service agents from 62 blue-chip organisations – both Fortune 500/FTSE 100 businesses and large government departments. So what does this wealth of data tell us about the real impact of digital migration on customer service in the UK?

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