Today, the gap between a customer’s expectations and the service they receive is huge. Businesses know that good service is important, but they are battling ongoing economic pressures and are still primarily focusing on cost control measures. Companies must be pragmatic about engaging in initiatives that will deliver service in line with customer expectations, yet at a cost that makes sense to the business. One successful way to do so is by focusing on the contact center and collaboration technologies that customer service organizations use; businesses that fail to do so risk being left at a competitive disadvantage.