When the internet reached a semblence of a mature plaftorm, companies allowed themselves to get caught in the 100% online model. The problem was the lack of customer centricity in that approach -- which primarily focused on improving the business from the company’s perspective.
Some companies have correctly shifted their thinking again -- focusing once and for all providing the customer experience that is required to win customer loyalty. Live Person has demonstrated that most companies are best served by doing things that contribute over the long term to the strength of the customer experience.
It may seem like a full step backward (surrendering all the advantages of a purely online model) but it doesn’t have to be. Online technology allows for a more targeted human interaction based on intelligent profiling on a real time basis. Based on the profile (history, demographic, product interest, etc) of the specific customer, different levels of human support can be offered. This type of alignment to business model realities is what differentiates “human-assisted online” from pure offline business models.
This approach extends the online advantage by allowing one rep to many customer interactions simultaneously. That efficiency allows companies to reach across platforms to provide the needed customer experience -- which in the end in a key factor in competitive advantage.