Many businesses aren't clear as to what good digital support entails, with only vague notions about lowering costs and improving customer experience. Their focus is instead on implementing a platform that gives them the best return on investment, which is measured in money (and time) saved.
These businesses often also make the mistake of introducing digital support platforms—such as self-service, real-time chat, online communities and social networks—as discrete standalone projects even when part of a larger campaign. They also tend to prioritize budget and execution methods rather than customer experience and outcomes. While the former strategy can save a little money now, the latter will be what defines a support platform's long-term success.