Callzilla recently implemented live chat customer service capabilities for a client. This client, a subscription-based live television streaming service, initially only offered email as a means of customer service. Reflecting the bad old days of email customer care, response times ranged between 3 to 5 business days and time-to-resolution untold, their customer satisfaction rate was very low and had it been measured, customer effort, very high. In partnering with Callzilla, they implemented new channels—phone and most recently, live chat, for a multi-channel customer service approach. What we’ve found is that many of their customers experience a whole host of problems but this company was unaware because they utilized the wrong channels. This approach worked for this client, but why? Can it work for all businesses?