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The year is 2025. With how much customer experience technology has changed, customers have grown to expect no less than the best. They’re looking for seamless, personalized experiences across every channel, from mobile app and social media to in-person interactions at stores or offices.
In the CX world, omnichannel has evolved from buzzword to bog standard.
The Continuant Connect Contact Center, aka C4, goes beyond omnichannel, delivering a solution both meets today’s demands and answers tomorrow’s challenges.
Customers today are digitally fluent and hyper-connected. That said, they sure hate repeating themselves. They won’t hesitate to walk away from companies that don’t get on their level, as it were.
Many things can go wrong in the CX world. Let’s take a look at some examples.
Disconnected Channels, Fractured Journeys The buyer’s journey has changed dramatically. 75% of buyers use multiple channels, both digital and physical, in the same transaction. While this makes their journey more tailored to their needs, it can potentially create friction when switching between touchpoints.
A poorly handled switch means starting the conversation over again. It means repeating themselves. 86% of customers claim this makes them feel undervalued.
Customers aren’t afraid to treat you like a bad romantic partner. If you don’t value them, they’ll leave you for someone who does.
Vendor lock-in is simply when your organization gets stuck with technology from a particular vendor that doesn’t play nice with others. This contributes to disconnected channels and friction with customers, while also creating plenty of friction in-house.
It can increase expenses, decrease flexibility, and create dependence hazards.
Today’s consumers want to be understood, not just served. 52% of customers say they expect personalization in every interaction. The worst thing your company or any other could do is treat them like a number.
Today’s consumers want to be understood, not just served. 52% of customers say they expect personalization in every interaction. The worst thing your company or any other could do is treat them like a number.
If you silo your customers in inconvenient channels or rely a little too much on AI, they won’t stick around.
Support teams are under pressure to do more with less, even as CX becomes more complex. As such, burnout is on the rise, with many agents suggesting their job now is harder to do than it was even a year ago. Much of that stress stems from tool overload and siloed systems.
Even with cloud-based platforms, modern unified communications, and other miracles of the digital age, data still gets siloed across teams in many organizations. Any strategy for omnichannel CX can’t work if agents and customers are getting stuck.
In short, while omnichannel CX is the goal, too many organizations seem content to duct tape disparate channels together into an ineffective CX chimera.
C4 aims to change that.
When we created C4, our goal wasn’t to just make another run-of-the-mill CCaaS solution. We wanted to combine our 30 years of experience in communications with cutting-edge technology and processes to create a unified, intelligent, and adaptable platform that truly fixes broken CX.
Unified Customer Interactions C4 makes sure customers aren’t introducing themselves again at every step of the journey.
Rather than treating different channels as separate conversations, C4 treats it as a continuous relationship. Agents no longer need to scramble between systems or retype notes. Every interaction—regardless of channel—is captured in one place. That means faster resolutions, less frustration, and a more natural experience for everyone involved.
Most CX platforms lock users into their stack. Normally, that’s no big deal, until your business outgrows it. C4 is built to integrate with your current and future tools, not demand you replace them.
This is particularly true with collaboration platforms such as Microsoft Teams, Cisco Webex, and Zoom. Which one does your organization use? Does it actually use all three? No problem! C4 works with them all, along with other third-party apps like Salesforce.
AI isn’t here to replace your agents. It’s here to make their work better and their lives easier.
C4 delivers a real-time summary of the conversation so far, including key sentiment indicators and unresolved issues. During live interactions, the system can suggest knowledge base articles, recommended actions, and even draft responses all while an agent is in full control.
AI also monitors customer tone and urgency, flagging moments when escalation or compassion is needed most. Will it do this better than a human? Not likely but having a second set of eyes and ears in potentially tense situations never hurts.
Customer expectations have changed. They almost expect agents to read their minds along the buyers journey.
C4 can’t read minds, but it can offer a comprehensive view of customers through one window.
It connects the dots between systems—CRM, order history, support tickets, product usage—and presents a unified view that’s easy to act on. No more jumping between apps or guessing customer intent.
An agent can see that a customer submitted a refund request last week, left a frustrated product review yesterday, and is now chatting about account access. That context turns a routine support call into a relationship-building moment, or at least well-timed damage control.
It also means fewer mistakes, less friction, and more trust.
C4 delivers a real-time summary of the conversation so far, including key sentiment indicators and unresolved issues. During live interactions, the system can suggest knowledge base articles, recommended actions, and even draft responses all while an agent is in full control.
C4 is compliant with HIPAA, PCI-DSS, GDPR, and other regulatory standards. At Continuant, however, we take things a step further.
Protecting users –agents and customers alike— is far more important than just keeping the auditors happy. Here’s what that looks like:
Whether it’s a cancer patient navigating insurance billing or a customer disputing fraudulent charges, C4 is built to keep their information—and dignity—safe.
The next era of customer engagement isn’t just about reaching people across channels. It’s about respecting their time, honoring their context, and protecting their trust.
With C4, the future of Omnichannel isn’t far-flung or wishful thinking. The future is now.