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Today, there are 162 channels, which companies can use to communicate, sell and service to their customers. Every organisation uses about 80 channels – often without being aware of all of them.
Customers adapt quickly and naturally use the diversity of channels. For an organisation, it is very difficult to integrate new channels that fast. Even worse, the overall customer experience suffers and customers start to look at different suppliers with experiences fitting their expectations. In general it is clear, that companies, which are not updating the multichannel experience will loose revenue.