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Conclusion: In this day and age, customers expect to be able to complete a transaction across multiple touch points and for each touch point to be aware of where they are in the transaction process, and complete the transaction in real time. That is, not having to wait for batch processing or human interaction to be completed before they see a result. To achieve a great customer experience in the digital world, organisations need to build IT systems that support their business processes, allowing customers choice of channel, including the traditional face-to-face and asymmetric processes, like paper and email.

The value proposition for the customer is for the supplier to provide an automated online service that is, from the customer’s perspective, fast, reliable, inter-connected and secure. The improved omni-channel approach will drive customer adoption and allow reduced costs associated with the continued face-to-face and asymmetric channels.

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