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As customers make a conscious choice to switch from voice and email to digital tools, enterprises need to adapt their communications options. Digital customer care, which was initially viewed as a differentiator, is now essential for all enterprises.


  • Customers increasingly show a preference for using web self-service and mobile tools to find information; many are using digital tools before or at the same time as making a phone call to an agent.

Features and Benefits

  • Outlines the latest trends in social, mobile, and web customer service.
  • Explains how customer data can be used to enhance digital interactions.

Key questions answered

  • What are the emerging trends in digital customer support?
  • How can enterprises adapt their customer service to address customer mobility?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors

Business trends and technology enablers

  • Connected customers require personalized digital communication channels
  • Customers increasingly choose digital channels as their first point of interaction
  • Enterprises must optimize digital tools to improve resolutions

Customers need fully integrated support options for mobile devices and applications

  • Embracing smart devices
  • Authentication on the device helps to tailor customer service
  • Responsive design will improve content for different screen sizes
  • The Internet of Things means integrated mobile support services will become essential
  • Phone self-service will be supplemented with visual menus
  • Video chat will remain a differentiator for high-value customers rather than becoming mainstream

Digital interactions will become personalized and predictive using customer data

  • The ever-increasing quantity of customer data means new analytics applications
  • The ability to link cross-channel customer data allows interactions to be personalized
  • Self-service menus and content will change dynamically using intelligent virtual agent technology
  • Customers will find it easier to switch between self-service and live service

Enterprises will focus on resolving issues through private messaging on social media

  • Many enterprises have embraced social customer service
  • Enterprises will focus on measuring and increasing resolution rates as well as customer satisfaction
  • Private messaging via social media will increase
  • As enterprises increase marketing on Instagram they will also need to respond to comments
  • Customer communities will become ingrained within support

Chat and messaging applications enable one-touch asynchronous communications

  • Simplifying customer service
  • Web chat continues to gain traction
  • Enterprises are beginning to use Facebook Messenger like chat to connect with customers
  • SMS is useful for two-way conversations as well as outbound notifications


  • Methodology
  • Further reading
  • Author

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