Customer service was once seen as a reactive support function — a place consumers turned to when things went wrong. But in today’s digital-first economy, that definition is evolving. Businesses are no longer competing only on their products or prices. They are competing on how they make consumers feel. This experience is being shaped by data and artificial intelligence (AI).
Traditionally, customer service meant responding to complaints, answering calls or resolving issues after they occurred. But in a hyperconnected world, consumers expect organisations to anticipate their needs - not react to them.
