If the best type of contact is the one that never happens, the second-best kind of contact is the one that resolves itself. And, for those that aren’t preventable or self-resolving, it’s absolutely critical to have the issue resolved quickly. Put in other terms, the foundation to winning on the customer experience battleground includes proactively identifying and preventing issues and equipping customers with everything they’d need to quickly help themselves. Today’s contact center leader should focus on driving one of these types of outcomes.