I decided to go to the “way back machine” and look at a (very old) report that I wrote in July 2002 called “Mastering Online Customer Experience.” Here’s an excerpt from the report:
Don’t Deploy Technology — Solve Problems. While companies hope that online service will reduce costs, they mistakenly scrutinize individual interactions instead of studying the collection of contacts required to solve a customer’s problem… Firms must monitor interactions from the customer’s point of view — from the inception to resolution of an issue.
Doesn’t that sound like something you could say today?!?
Here’s another piece of the report that’s still relevant; a graphic that depicts how individuals make decisions about the channels they use for an interaction: