Account management is only the starting point
A modern digital channel can bring together product discovery, usage, service management, orders, billing, payments, tickets and notifications in one place.
Integration matters more than screen count
The experience becomes valuable when it can complete real transactions through CRM, order, billing, payment and support systems — not when it simply displays more information.
Design around customer intent
High-frequency tasks should be quick. Complex tasks should be guided. Context should move with the customer when escalation is required.
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