Customers have multiple channels to interact with organizations: self-service via websites, mobile apps and kiosks, and agent-assisted over the phone or in-person. While these channels vary widely on the surface, they often result in similar outcomes for the customer, and may even converge behind the scenes. Adopting a unified mindset to experience across these channels is a key to overarching improvements in CX.

Topics will include:

• What is a “customer”?
• Should you expand your field of view to include “customers-by-proxy”?
• For modern services, how do different channels converge and why does that matter?
• How do you balance rigid technical telemetry with subjective human experience?