In recent times, there has been much discussion surrounding omni-channel and digital engagement as the ultimate solution to converting dissatisfied customers into enthusiastic advocates. However, the anticipated transformation has yet to materialize. If omni-channel and digital engagement were indeed the answers, one would expect higher levels of customer satisfaction today compared to the past. Unfortunately, this is not the reality. Customers often perceive businesses as disregarding their time and diminishing the human aspect of the service interaction.