As a consumer, the experience of going to a website or a local store to buy a product should not be trivial. A consumer should be able to buy a product and expect the service they need at the store, on a website, or by contacting the call center. But while call centers are playing a significant role in today’s society, what’s new about providing a good customer experience is that consumers are becoming more demanding in their expectations. They’re using many other channels, such as the smartphone and social media. Consumers want to have a worthy customer experience in any channel, anywhere and all the time.