These multiple touchpoints are extremely common in the average customer journey. According to Zendesk, the average customer service inquiry spans three channels. That’ s not always an issue; having access to these channels is often a net positive for CX since different types of customers prefer to resolve their inquiries through different channels.
The problem stems from a lack of omnichannel integration. This means that many contact center agents don’ t have the needed context and data from previous customer interactions.
When agents lack that context, they necessarily ask questions. Giving the answers means that customers must repeat themselves, prompting both frustration and longer resolution times, each denigrating the customer experience.
Deloitte Digital’ s 2024 Global Contact Center Survey reveals how bad the problem is. Only 13 % of contact centers they surveyed had ways to seamlessly transition their customers between channels while preserving interaction data and context.
This service gap is not just a minor inconvenience; it’ s a glaring flaw in the CX. Customers expect a fluid journey. A disjointed experience undermines their trust in a brand and makes them reevaluate whether doing business with that brand is worth it in the future.
THE FRUSTRATION DOESN’ T STOP THERE
We’ ve identified the top five frustrations customers experience during service interactions.
1. Having to repeat information, especially when switching channels.
2. The time it takes for service teams to respond.
3. The length of time it takes to resolve issues.
4. Inconsistent service quality across channels.
5. Lack of visibility into the service process.
Omnichannel support is the answer to many of these frustrations, which makes these issues even more infuriating to customers. They’ re well aware that the technology to create a cross-channel experience is available. So, why should they ever leave a CX interaction feeling like they had contacted five different businesses instead of one?
The psychological impacts of poor service experiences can linger long after an interaction has ended, and customers share their frustrations with others. This, in turn, can damage a brand’ s reputation. As businesses strive to improve customer support, addressing these frustrations is essential for maintaining a loyal customer base.
These impacts are well documented. Microsoft’ s Global State of Customer Service Sophistication report reveals that globally, 96 % of customers will leave without warning due to poor customer service.
Consistent slip-ups in CX could cause you to lose over half your business. You need a reliable solution, because without good customer service, there’ s no trust. And without trust, there’ s no customer base.
OMNICHANNEL
AS BUSINESSES STRIVE TO IMPROVE CUSTOMER SUPPORT, ADDRESSING THESE FRUSTRATIONS IS ESSENTIAL FOR MAINTAINING A LOYAL CUSTOMER BASE.
This approach enhances customer satisfaction and empowers agents to provide more efficient service. For example, if a customer starts a chat and later calls in, the agent should have easy access to the chat history, allowing for a smoother transition and quicker resolution.
TECH FOR A SEAMLESS OMNICHANNEL EXPERIENCE
New technology, including AI and machine learning, facilitates better omnichannel communication.
Business leaders are recognizing just how valuable these features are. McKinsey has noted an uptick in companies prioritizing investment in AI, including in areas like:
• Customer self-service bots.
• Customer intelligence from conversations.
THE POWER OF OMNICHANNEL COMMUNICATION
A practical omnichannel CX ensures that customers receive personalized service, however they engage. Improve your company’ s CX by investing in technology that enables seamless contact center channel switching.
• CX hyperpersonalization.
• Contextual searching and query processing.
• Automated post-call summaries.
• Realtime agent assistance or copiloting. JULY 2025 37