Let’s consider the current state of play for a minute. Customers no longer want to talk to customer support if they can self-serve. When it comes to automated service, customers are notably positive. Consider Forrester data from 2019 showing that 63% of customers are happy to be served by a chatbot, as long as they have the option to escalate the conversation to a human. While self-service is commonly a means to deflect calls from the contact center, it’s ultimately an opportunity to create better service experiences. With an omnichannel contact center strategy, a business can set itself up to deliver self-service and reduce operational costs, as I discussed in a recent webinar with Audrey William, principal analyst at Ecosystm.