Support-driven growth for customer service industry with Nick Francis, CEO at Help Scout | MTA

Nick discusses why marketers should focus on improving CX instead of getting infatuated with tools and technologies. He speaks about using AI to enable helpdesk efficiency and why companies need to see customer support as a crucial data-gathering tool rather than a mere entry-level function. He emphasizes why organizations must manage customer expectations as per the channel the customers interact in and cites how chat support requires quicker response times than email support