What role must brands play to support customer wellbeing?

How likely is it that a consumer will cut a company loose because of a terrible experience? Today, most business leaders would agree that it’s highly likely. In an ever sophisticated digital world where consumers voice their customer experience horror experiences on just about every platform, brands need to re-evaluate their mindset and approach to customer support before they address their systems and processes. In this paper, we examine a multitude of angles that will enable brands to look at their customers with a different lens, and build stronger customer support for the ultimate longevity of the business.

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