With so many of these Digital initiatives in their startup phase, we wanted to take this opportunity, to throw a light on the relationship between the existing customer care processes and the evolving customer machinery for knowledge and personalization. We do so because we intuit that in this age of social media – where a single bad call center experience can be shared across the Web with millions – the customer care assets in place have such a huge impact on customer satisfaction and brand value that we must take a holistic view.

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