Building on the single – channel vs omni – channel idea, a contact center, ideally in conjunction with the company’s website, allows the customer to self-select and get the answer or resolution they seek without having to engage an agent. As explained in Matthew Dixon’s “The Effortless Experience”, customers just want to get help and move on with their day. A well – setup contact center is much better prepared to allow customers to do just that, with minimum effort. Also, the contact center’s functions allow the company to have better metrics for customer loyalty than traditional call center performance indicators like first contact resolution percentage and average handle time. Money Quote: “The biggest reason customer service makes customers disloyal is the amount of effort the customer has to put into the actual service interaction.” Looking forward to Super9 Convergence, hope to meet Mr. Dixon there.