Modern customers use more than 20 social, messaging, chat, SMS, and email channels and expect you to be present to listen, engage, answer questions quickly, and provide service. They no longer just consume. They advocate and criticize with equal power. And what they choose to say about your brand, your company, and your service is largely defined by how you care for them.
They want to be recognized as people and not seen as data points, with personalized care. The need to feel your service is genuine and personal.