When a customer calls, the agent should not have to ask them what is going on. The system should know — what they tried, what failed, what they wrote in the chat last week, what is pending in the back office.
Why most service is reactive
Because the systems do not share state. Each channel sees its own slice. The customer has to repeat the story until they reach someone who can act.
Cross-channel agents
An agent that operates across channels arrives with context. The conversation starts at the next step, not from zero.