Channel Shift

The switching of an engagement from one channel to another.

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This refers to a customer who starts an engagement in one channel, say the phone, and then changes to pick up the engagement through chat or messaging. It is important for contact centers to be able to keep the engagement regardless of which channel a customer chooses to use at any given time.

It can also refer to an approach by an organization to encourage customers to shift their preference for getting in touch from calling an agent to selecting more efficient methods such as self-service automation or web chat.

READ MORE about web chat