The presence of digital channels does not eliminate the need for human interaction in customer service. While self-service digital journeys have their benefits, it is essential to maintain a human touch throughout the customer experience. Offering the option to transfer to a resolution team or engage with an agent through various communication channels like web chat or WhatsApp ensures a seamless customer journey. This approach combines the convenience of digital self-service with the availability of real people to provide assistance and support, emphasizing that the digital transformation is not solely about self-service but about leveraging digital tools to enhance human interactions.
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