As pointed out by an Everest Group Study conducted for the Business Processing Association of the Philippines (BPAP), as the usage of alternate channels such as social media, mobile, web, and chat proliferates and experiences enabled by data and analytics becomes the norm, contact centers are taking up the role of customer experience hubs.
Another acceleration lever suggested in the Everest Group study is to enhance the focus on creating awareness through marketing efforts to scale the outreach of educational programs and other training initiatives.
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