The latest market research puts this reality in perspective. Ovum reports that 74 per cent of consumers today use three or more channels when seeking customer care. Forrester states use of web selfservice options increased to 76 per cent in 2014, while 58 per cent of consumers opted for online chat options, 38 per cent used SMS messaging, and 37 per cent opted for Twitter interactions.

At the same time, consumers are now empowered by social media. One quarter of the world’s population has active social accounts.These consumers are comfortable posting their opinions and observations about their experiences on social media web sites and forums. In this environment, a negative customer service story can go viral with the click of a mouse.

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