Optimise your Digital Investment: Debunking 5 Customer Journey Myths

Given the near-universal trend of consumers transacting and engaging on digital channels, businesses have in turn invested heavily in digital channels and capabilities to provide a better customer experience at a lower cost. 

However, pervasive myths about customer behaviours and needs are limiting service leaders’ ability to leverage these channels effectively. As the use of digital channels evolves, consumer behaviour adapts alongside it. In order to stay abreast of customer behaviour trends, and curate an informed, effective channel strategy, service leaders must debunk these pervasive customer journey myths.  

In October 2021, Gartner published a valuable press release, written by PR Manager Gloria Omale, detailing five myths about customer service journeys that undermine service leaders’ digital investments. 

In this article, we will explore Gartner’s findings in the context of 2022. By unpacking the realities of modern consumer behaviour as discussed in Gartner’s press release, we will demonstrate new ways to help you to optimise your digital investment and create long-term customer loyalty. Additionally, we will explore how an all-channels communication platform, like Solgari, can help you to optimise your customer service experience.  


Myth #1: Customers will adopt new channels without hesitation 

All too many service leaders have begun to advocate for the use of self-service, automated capabilities, as it typically offers the greatest efficiency in terms of issue resolution. Leaders can tend to view this automated capability as a ‘silver bullet’, ignoring the established fact that customers can quickly lose patience and abandon self-service in favour of more familiar, assisted channels.

Research from Gartner demonstrates reports that many customers begin their service journey online. This creates an opportunity to redirect customers into digital channels like self-service. Once there, the key is to enable customers to escalate smoothly into an agent-assisted experience at will – where the agent is provided with visibility into the entire conversation up to that point as well as contextual detail on the customer’s relationship with the business. This will optimise the digital investment poured into self-service functionality.  


Myth #2: Channel switching worsens the customer experience  

Service leaders believe that channel switches require customers to invest more time and effort, resulting in frustrations, lower retention, disloyalty and brand tarnishing. However, in their press release, Gartner reported that customers have no issue with switching channels, so long as their challenge is resolved in a single, continuous interaction. Frustration comes from delays and lack of communication. 

The best strategy is to curate unique customer journeys by utilising the most suitable channels for specific issues. Leading service organisations ensure that when a channel switch is needed, the context of the customer journey is also transferred. This decreases resolution time and minimises the chance of a customer abandoning the original interaction. 

customer service


Myth #3: Great customer service ensures customer retention 

It is natural for service organisations to assume that if a customer has an exemplary experience with an organisation, then they will automatically want to do more business with them in the future. However, this is not always true. While high-quality service interactions may stop customers from leaving, it is not enough to ensure retention. Gartner reports that customers ultimately show loyalty to the company’s product or service offering, rather than the service experience. Therefore, your business must ensure that customer service energy is adequately focused on helping customers obtain more value from the initial service offering or product.  


Myth #4: Proactive service reduces customer service call volume  

Proactive services are deployed to help resolve issues before they become problematic or disruptive to the end client. Service organisations tend to believe that by acting proactively, they will eliminate the need to contact customer service and therefore reduce hassle for customers. While proactivity is beneficial in many ways, research has found that it actually has the opposite effect on customer behaviour. While it does not consistently reduce contact volume or costs, proactive service does improve customer experience outcomes and is beneficial for the reputation of your brand. 


Myth #5: Customers frequently and instinctively contact customer service channels  

When issues occur, service leaders assume that customers will automatically reach out to customer service for problem resolution. After all, that is the intended purpose of customer service channels. In actuality, most customers view contacting customer service as their last resort. In particular, client bases made up of younger age groups, such as millennials and Gen Z, increasingly turn to third-party sites to resolve their problems. Therefore, when developing channel strategies, service leaders need to recognise and account for the fact that many clients seek out information via search engines and third-party channels first.  


Effective customer service and support is vital if you wish to enhance customer satisfaction and foster client loyalty. Solgari helps to make customer communication seamless, easy and efficient. Solgari integrates an all-channel communication endpoint directly into your CRM. You are always able to contact clients via the most appropriate channel (including voice, video, chat, SMS, WhatsApp and social media) without ever leaving your CRM screen.  

Unlock the communications freedom you have been waiting for. Book a meeting with one of our representatives to discover how Solgari could transform your customer experience and optimise your digital investment today. 

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Solgari appoints Nabeel Ahmed as L3 Technical Support Manager for APAC/ANZ

Solgari welcomes Nabeel Ahmed to the business as L3 Technical Support Manager for the APAC and ANZ regions. Nabeel will be responsible for resolving customer issues, working in collaboration with our L1 and L2 Technical Support teams to ensure the highest levels of customer satisfaction and experience with our solution.

Nabeel joins with over 10 years of experience working within the Information and Systems Administration industry with a predominant focus on enhancing customer success. Nabeel has a proven track record in Technical Support roles, working for technology companies such as Hyland and Xcellerate IT in Australia. His hard work has been recognised by his industry peers and colleagues, with multiple awards attained for providing excellent support to partners and customers across the APAC region.

Commenting on his appointment, Nabeel said; “I am thrilled to be joining Solgari and helping to build strong relationships and support throughout the APAC and ANZ regions in this exciting phase of growth. Solgari is now the gold standard for All-Channel Communications Solution across multiple platforms – a true business leader who offers top quality support to all its customers and partners.”

Solgari CEO, John Colgan stated; “We are pleased to announce that Nabeel will be joining the team and taking on this key role within our customer support hierarchy in the APAC region. This is another demonstration of our commitment and focus to provide our customers and partners with first-class service around the globe”


About Solgari:

Solgari is a Premium Tier Microsoft Business Applications ISV Connect Partner and part of the Microsoft Inner Circle for Business Applications. Solgari provides the All-Channel Communications Solution for Dynamics 365 and Power Platform, as well as the Solgari for Dynamics 365 Customer Voice Solution which delivers automated phone and SMS surveys.

Our solutions allow Dynamics 365 and Power Platform customers across Healthcare, Financial Services, Manufacturing, Retail, Real Estate and Non-Profit to address all business communications from customer care, contact tracing, sales, marketing, surveys, and automation, across all channels and functions removing the need for multiple telephony, contact centre, recording and archiving, and carrier solutions. Solgari is an end-to-end global cloud communications solution requiring no hardware or software and in conjunction with our carrier and SMS capability, is available anywhere.

If you are interested in finding out more about Solgari customer outcomes, please review our applications on Microsoft AppSource.

All-Channel Solution for Dynamics 365.

Solgari for Dynamics 365 Customer Voice.


Solgari Contacts

Vincent Kelly, Head of Marketing



Nabeel Ahmed – L3 Technical Support Manager, APAC/ANZ


Solgari announces WhatsApp integration into its All-Channel Communication solution.

25th May 2021 – Solgari, Microsoft Premium Tier Business Applications ISV Connect Partner and the provider of the Dynamics 365 All Channel Communications Solution, announces a product release which enables organizations to leverage WhatsApp as part of their Customer Service, Sales, Marketing and Automated communication channels.

WhatsApp is currently the world’s most popular messaging app, with over two billion active monthly users and is used in over 180 countries every day. With the WhatsApp Business solution, it’s easier for companies to engage in two-way conversations and personalized interactions.

Solgari’s WhatsApp channel capability allows organizations to use WhatsApp Business Solution as another channel inside our Solgari Converse endpoint. Organizations with an existing WhatsApp business account can seamlessly add this channel, with a brilliant user experience for the agent inside Dynamics 365, or on Solgari Converse in your browser.


WhatsApp Interface

See Solgari for WhatsApp in action

Agents can seamlessly switch from WhatsApp messaging to voice while also having all other channels available including voice, chat, SMS, video and other 3rd party channels as required. The solution completes a company’s entire business communications requirement including customer service, sales, marketing campaigns, and business process automation.

Speaking about the update Vance Harris, CTO at Solgari said – Solgari’s All-Channel solution is designed to make it easy for customers to choose what channel they want to use, and we have now made WhatsApp available for customer service and conversations alongside all the other channels as a fully integrated solution.”

Alex Grant, Founder at Travel Curious added – “Our customers are increasingly selecting to engage with us across WhatsApp – on the move, wherever there are, via their mobile device. Being able to integrate this channel into our existing communications estate from Solgari keeps us close to these customers, enables us to contact and communicate with them according to their preferences, and results in a better experience for both our customers and our agents. It’s a big part of future-proofing our contact center operations, and we’re very happy with the results.”

For more information please contact:

Louis Dore– Americas

Dan Bozesan – UK & EMEA

Paul Mulvenna – APAC

Find Solgari on AppSource