We're past phone and email. Consumers are increasingly using new channels - particularly mobile platforms. This is where Mobile BPM becomes vital to an integrated strategy. By providing a native mobile app to consumers that is tied to enterprise process - the same processes running the call centers and web service platforms - consistent cross-platform service becomes a reality, not a pipe dream.

This holistic process and data exposure is equally key to another point: making sure service reps are armed with the data they need to deliver a stellar customer experience. "Customer service systems must be more than just the front end of a database of customer information and cases," says Forrester Research senior analyst Kate Leggett. "They should also be integrated with back office applications so that agents can retrieve real-time answers to questions such as 'when did my order ship?'"

This is where real-time data access within mobile and social process is crucial. And not just for reps in the call center. Field service personnel need it. The field sales force needs it. Any employee who comes into contact with a customer needs it.