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CCMA Event: Channel Battles


Is email under threat? And the growth of WhatsApp

From 12:00PM until 1:00PM

At Virtual


For consumers and business customers alike, email is an important channel to service customers. It’s a channel that was once considered a challenger to voice calls. It has found its place in customer contact management but now its own existence is under threat.

Why? Email response rates are known to be slower than digital channels that are seemingly taking over. There is a place for email, but what is effective email management and what do customers want from this channel?

We’re going to explore what the advantages and disadvantages of using email as a customer service channel are. We’ll ask, should organisations consider switching off email altogether?

Stephen Yap, our Research Director, will share the latest insights into channel usage. He will explore where there is a place for email, and where WhatsApp is winning.

Then we’ll understand why its important for channels to work together to deliver a seamless customer service when Ian Ashby, Principal Strategist EMEA for Customer Service at ServiceNow and Jeff Flynn, Advisory Solution Consultant for Customer Service at ServiceNow, share their advice around channel workflows.

Finally, we’ll interview one of our members to find out why they switched off their email management in favour of WhatsApp. How did they do it and what benefits have they derived from the move? You’re invited to ask him questions that we’ll pose to him live.

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