The customer journey is going through a significant transformation. For over 30 years, scaling support has involved more physical seats, more telephone lines, and more people trained to read from a script. But with the combination of hyper-automation and evolving customer needs, that is no longer the case in mid-2026. Modern consumers are not only expecting their problems to be addressed; they are looking for them to be addressed immediately via web chat, WhatsApp, or voice, without having to repeat the same problem to multiple agents.