Digital capabilities in sales and service channels have increased over the last two decades but still fall short of their potential.

Digital technologies, such as websites, interactive voice response (IVR), mobile applications, chat and voice bots are substituting human interaction. However, none of the capabilities is effectively orchestrated. Marketing may own the app. Customer Service teams work on adopting a chat. Bots are built without a clear strategy. It causes limited and inconsistent customer self-serve capabilities.