For customers, self-service channels provide a much quicker and more accessible way of resolving issues, that’s why 70% of them opt to self-serve first before reaching out to live support. For companies, self-service delivers huge savings since it only costs $0.10 per contact on average, while live channels cost about $8 per contact.

How much do you think about emotion when designing your digital channels? For many enterprises the answer is “not much,” but the reality is that emotion is the number one driver of business outcomes. Many studies have shown that people tend to make purchase decisions based on emotion and then justify them rationally.

Comprehensive customer research makes product development far more predictable—driving greater adoption and overall success. This has been proven time and again. Although many companies do some type of research, most don’t fully embrace it as a key strategic tool driving core decisions. Why not?