Most service leaders ask, “How do I provide a seamless experience across multiple customer service channels to better meet growing customer expectations?” But what service leaders should be asking is, “Which omnichannel benefits actually matter most to customers?”

In a study of thousands of customers, we found six omnichannel factors that matter. Of those six, proactivity and service transparency are ranked highest in priority, and have the largest impact on customer effort and loyalty.

Download our two-step interview guide to discover opportunities to reduce customer uncertainty.