Customers know great service. They demand great service. And the better the service, the more they want. However, most businesses find it difficult to keep up with the ever-rising benchmark of what constitutes excellent customer service, especially while trying to control the cost of customer acquisition and retention.

The main challenge facing most businesses is how to interact with its customers and enhance the customer relationship across an increasing number of conventional, digital and robotic channels. Balancing this with the ongoing imperative to maintain the strength of your brand, the quality of your service and the satisfaction of your individual customer—while saving costs, becoming more flexible, reducing your time-to-market and, ultimately, staying ahead of your competitors—is enough to test even the most ardent of business leaders.