Customer service is happening everywhere. No longer are customers relegated to placing phone calls to a contact center to get an answer, place an order, or dispute an issue. Consumers expect companies to serve them not just via phone, but also from mobile apps, chat, email, SMS, and social media—whenever and wherever they are.

Such shifts are forcing contact center organizations to change the way they've been serving customers. This means shedding the inwardly focused processes and performance metrics like scorecards and call handle time, and adopting externally focused practices and policies like leveraging text and voice analytics and voice-of-the-customer data to more proactively engage with customers to enhance the customer experience.