The phone isn’t a dead channel of customer communication

Since the rise of social media, advanced interactive websites, smartphone and tablets; organisations all over the world are adding more channels so customers can communicate with them. People can now do all their research on a product and service from the comfort of their own home or on their train journey to work, and even share their opinions once they’ve purchased.

These days, social media and mobile channels in particular are the driving forces behind customer contact. The new self-serving public now chooses to find out information themselves before making a decision and they’ll tend to do all this through the vast amount of information available to them on the world-wide web.

So what of the humble phone channel? Do people actually call to speak to a real human being anymore? The answer is a resounding yes, with most people still choosing the phone as their primary method of contact with self-service channels closely following. What has changed however, is the rationale for the call and the type of help needed. As customers find information to their general enquiries themselves through automation or other self-help channels like the web and mobile apps, they tend to make a phone call when they have complex enquiries that need a specific and detailed answer that isn’t available anywhere else but a specialist. And that’s how people now view customer service – a ‘trusted advisor’. No longer do they exist to answer mundane questions about bank balances or nearest store information. They are now asked technical questions about product operation, service support and issues they are experiencing that need resolving.

But as the phone is no longer the only communication channel – but one of many, the challenge currently facing organisations is the apparent disconnect between what the customer wants from their phone call and what the contact centre agent is able to give them. Companies are realising that joining channels to provide a seamless and effortless customer experience is essential to maintain the faith and trust of their customers.

Look at it from the way you buy things yourself for instance. You may start a search on the website using your smartphone or tablet, you want more technical information on a product or service so you click ‘call me back’ by giving your name and number. You then discuss the issue with an agent who you would ‘expect’ to know which product you have an interest in or a problem with, based on your actions on their website. Unfortunately, this isn’t always the case and customers are becoming increasing more demanding that their journey through the organisations various channels is followed.

An unbroken integration between automated and voice channels gives your customers a great brand experience. It shows that you are in touch with them, understand their needs and can offer helpful and accurate information to help them make a choice. The phone channel is still perceived by customers and organisations as an extremely important part of the channel mix and ‘the hub’ of all other channels, usually being the point of most complex information for the customer.

The phone is very much here to stay, with its use is evolving to make calls quicker and efficient. General enquiries are now answered by automated services and live agents are empowered to know much more detail about the products and services being sold.