By the Kustomer Krew

In a world defined by digital transformation and rapid technological shifts, the way we communicate has changed—and so have customer expectations. Today’s consumers no longer rely solely on phone calls or in-person conversations. Instead, they interact via text, WhatsApp, Facebook Messenger, Snapchat, and more—often asynchronously, and often on the go.

As our communication habits evolve, so too must the way brands engage with us. Whether we’re Millennials, Gen Z, Gen X, or Boomers, we all start our service journeys online—most often through mobile. Yet, too many brands still force customers to switch channels mid-conversation, usually to voice, and with no continuity of service. It's no surprise that 32% of consumers say voice is the most frustrating customer service channel, largely due to these jarring transitions.

There’s nothing more frustrating than having to repeat your issue to multiple agents just because your previous interactions weren’t captured or passed on. To thrive in today’s market, brands must adapt—because modern consumers expect something better.

Outdated Technology Can’t Meet Modern Expectations

Most businesses are still delivering customer experiences designed for a bygone era—where voice was the primary, if not only, channel. And unfortunately, most legacy support platforms were built in that era, long before smartphones reshaped how we interact.

These platforms often promise multichannel support, but what they actually offer is channel silos—separate teams managing voice, chat, email, or social, each without a unified view of the customer. The result? Fragmented support experiences that leave customers feeling disconnected and unsupported.

In contrast, true omnichannel support enables seamless transitions between channels. A conversation might start on live chat, continue via email, and be resolved over the phone—without the customer ever needing to repeat themselves. That’s the new standard of excellence.

Yet, many still argue that omnichannel is a myth. At Kustomer, we know it’s not. It’s entirely achievable—with the right technology.

Continuity Is the New Currency of Customer Experience

Today’s consumers want brands to interact with them the way friends do—fluidly, naturally, and contextually. That might mean immediate (synchronous) replies via chat, or more flexible (asynchronous) exchanges over text or email. Regardless of timing, one expectation remains universal: conversation continuity.

If a customer starts a chat, pauses to take a call, and follows up later via email, they expect the support team to know who they are and what the issue is. Anything less feels impersonal and inefficient.

Unfortunately, 65% of customers report frustration due to inconsistent experiences across channels, and 32% switch brands after being forced to repeat their story. These stats speak volumes—businesses that don’t deliver continuity are actively pushing customers away.

Equip Agents to Handle Any Channel—Seamlessly

Legacy systems limit agents to specific channels, preventing them from owning the entire customer journey. This not only slows resolution but also drives up costs and erodes customer satisfaction.

With modern tools like Kustomer, any agent can access a complete, unified view of the customer’s history—across all channels. That means:

• Fewer transfers
• Less repetition
• Faster resolution
• Better customer satisfaction
   

Considering that 56% of customers have to re-explain their issue when contacting support, empowering agents with unified tools is no longer optional—it’s essential.

Customer Choice Matters, But Quality Trumps Quantity

Yes, consumers value choice. They want to engage on their terms, in their preferred channels. But offering ten communication options is meaningless if none of them deliver consistently excellent experiences.

In fact, 82% of retailers say they expect to compete primarily on customer experience, not price or product. So while it’s important to offer both asynchronous (email, text) and synchronous (chat, phone) channels, it’s even more important to excel in the ones you choose to support.

One exceptional channel beats many mediocre ones.

What Brands Must Do to Succeed

The era of transactional, disjointed support is ending. Consumers no longer distinguish between channels—they expect one unified, fluid journey. To deliver that, brands must stop pretending that siloed multichannel support is enough.

Instead, they must:

• Adopt platforms built for omnichannel service
• Unify customer data across all touchpoints
• Empower agents with complete context
• Engage customers like friends—seamlessly and authentically
   

When brands rise to meet these expectations, they don’t just resolve issues—they build loyalty.

About Tollanis

Located in Florida’s fast-growing “Silicon Beach,” Tollanis Solutions is a leader in Digital Transformation (DX) and Customer Experience (CX). As the premier reseller of Kustomer, Tollanis helps businesses unlock the full potential of their support operations through modern technology and cloud-driven strategies. Since 2009, Tollanis has been helping companies streamline costs, maximize technology investments, and elevate the customer experience.

About Kustomer

Kustomer is the first customer service CRM platform built around customers—not tickets. By giving brands a 360-degree view of every customer’s history and interactions, Kustomer empowers support teams to deliver personalized, consistent experiences across all channels. Trusted by brands like Outdoor Voices, Slice, and SmugMug, Kustomer centralizes data from systems, apps, and communication platforms into a single timeline—allowing businesses to act with clarity, empathy, and speed. Founded in 2015, Kustomer is headquartered in New York City.