Chapter Six Customer Service Channels

Chapter Six Customer Service Channels

FACT

Email is still the most commonly used digital customer service channel — 54% of customers have used email customer service channels in the last year.

DID YOU KNOW

Customers expect businesses to respond to their emails within an hour.

IN THE STATS

Of all self-service channels, customers make the most frequent use of knowledge bases.

THE DATA POINT

More than 6 out of 10 U.S. consumers say that their go-to channel for simple inquiries is a digital self-serve tool (such as a website, mobile app, voice response system or online chat).

THE BRIGHT SIDE

Customer satisfaction ratings for live chat are often higher than all other support channels, likely because of the speed and conversational nature.

Takeaway: Chat leads to happy customers — because they can “stay in the venue”, they don’t have to stop what they’re doing to find an answer.

FACT

The #1 reason people dislike calling companies: not being able to speak to a real person right away.

IN THE STATS

Customer satisfaction ratings for live chat are often higher than all other support channels, likely because of the speed and conversational nature.

Takeaway: Live chat support may require a larger team than email-only support, or at the very least, robust self-service options.

DID YOU KNOW

Chat is the preferred support channel of Millennials.

Takeaway: Younger customers often feel more comfortable and familiar with live chat than they do with phone support or email.

QUOTE

“The handful of companies that respond promptly and accurately to customer emails increase trust in their brand, bolster customer satisfaction, and boost sales both online and offline.”

FACT

Consumers will wait on hold for an average of 11 minutes before hanging up.

Takeaway: If you’re going to provide phone service, ensure you’re adequately staffed.

QUOTE

“My metric for success can be summed up in one phrase: earn customers for life.”

DID YOU KNOW

As volumes of customer conversations balloon across an increasing number of channels, companies are increasing staff sizes: 46% of global contact center decision makers project 5%-10% growth in the next year, and 14% project growth of more than 10%.

THE DATA POINT

As the complexity of the issue increases, such as with payment disputes or complaints, customers are more likely to seek out a face-to-face interaction (23%) or a real person on the phone (40%).

IN THE STATS

Customer expectations for chat response times are higher than they are with email — the average wait time for chat is 45 seconds.

Takeaway: Live chat support may require a larger team than email-only support, or more robust self-service options.

THE STATS

86% of B2B executives prefer using self-service tools for reordering, rather than talking to a sales representative.


Takeaway: Self-service tools are a powerful way to streamline routine tasks.

FACT

Three-quarters of online customers expect help within five minutes.

Takeaway: Growing customer expectations of superior service are going to continue to drive efforts to advance and refine digital solutions.

THE BOTTOM LINE

The customer service landscape is changing, and customers are communicating across more channels than ever before.

Takeaway: Customers expect to be able to reach a real person in your company, be it via a website, social media or the phone. Being responsive to those requests is critical!

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