Happy Friday! Here’s our picks for the best customer service, customer experience and mobile articles of the week, in no particular order.

Your Customer Don’t Want to Call You for Support by Kate Leggett

A 2015 study by Dimension Data found that contact center interactions are becoming increasingly digital and that inbound call volume is declining. That’s in part because of the growing use of alternative channels like self-service, texting and social media to get quick answers to questions. In a recent blog post, Forrester VP and principal analyst Kate Leggett explains that these are also frictionless communication channels, unlike voice. She suggests focusing more on mobile and self-service channels to better meet customer needs.

Learning from the Front Lines of Customer Service by Bruce Jones

A few months ago, we interviewed industry influencers on the best way to improve customer service. The number one answer among our expert respondents was to focus on the employee experience. But, as Bruce Jones from the Disney Institute explains, the responsibility for great service can’t solely rest on the shoulders of employees. Leaders need to take the initiative and set an example for their employees. One of the ways he suggests is to walk in the shoes of employees and get valuable insights from interacting with customers one-on-one.

The Importance of Customer Centricity by Leslie Cottenje

Over 80% of companies think they provide great customer service, but in reality, only 8% of customers agree. Why? Probably because there’s a great disconnect between what companies consider good service and what customers do. But perhaps companies could provide better service by putting customers at the center of everything they do. This customer-centric approach, explains Hello Customer CEO Leslie Cottenje, means that companies are “making decisions that ensure their customers are happy.” Google and Coolblue are some of the brands she highlighted as being customer-centric.

Customer Service—Simply Be of Service by Malcolm Levene

Every customer wants and deserves to be treated well. Being treated well might take the form of providing customers with several different styles of sweater to try on and helping them pick which one to buy, or being willing to answer any questions a customer has in an hour-long web chat. But perhaps the best way to provide great service is to simply be of service, as personal branding expert Malcolm Levene says. Levene explains that all you really need to do is treat customers like you would want to and be willing to help. Easy, right?

To learn from the experts on the best way to improve customer service, download our report here.