Talking to customer support should feel no different than talking to a friend. Customers want to have the same kind of natural, human interactions they have in their personal lives—conversational, effortless, real—with a business. If they start a conversation in one channel and pick it up again in another, they expect to be able to do so without having to repeat themselves. The context of the conversation needs to persist.
At the same time, the agent needs to have a crystal clear view of the customer, so they can understand the conversation, their history, and preferences in a quick and efficient manner.