These exchanges occur over a wide range of communication channels, such as phone, email, Web and text, including those outside of organizational control like social media.
It views interactions as a chain of events rather than single point occurrences.
The level of operational success is said to be determined by the behavioral nature of organizations—individuals' roles, interpersonal relations, and group dynamics, and how they all react when brought together.
[citation needed] According to 2009 benchmark research[2] of global contact center leaders by NICE Systems and Ventana Research, 44% of respondents expect increases in the volume of customer interactions.
Initially driven by consumer concerns regarding the economy, investment performance and mortgage refinancing for example, the availability and maturation of alternate communication channels, such as instant and text messaging and Web self-service, are seen as long-term drivers of this growth.