Analysts say: companies that do not learn how to serve customers through a variety of communication channels will leave the market in the coming years. Along with the traditional phone and e-mail, customers are increasingly turning to services via chat rooms, social networks, and instant messengers. They expect that they will be able to communicate with operators in such a customary way.
35% of customers accessed with Via the Web; According to the forecast, this year 17% more clients will use self-service functions; the number of customers using more than 4 channels will grow by 35%; at the decision of difficult questions, 51% of clients prefer voice communications (according to Genesis, 2016).
This is especially characteristic of Generation Y: young people aged between 17 and 35 are increasingly choosing to use digital channels as a means of communication – the fastest, most convenient and customary methods of communication. They are accustomed to always be in touch, constantly send and receive messages. In the same way, customers want to interact with companies: contact the operator and receive the answer in the most convenient way for them.
The most frequently used channels for contacts of communications are, e-mail, followed by SMS, social networks, and the Web.
Meanwhile, contact center business processes are traditionally built for voice services, and now companies are forced to follow trends and introduce new ways of communicating with customers. New generation should provide all types of services through different communication channels, to be able to save the context of the request when changing the channel of circulation (which allows the contact center employee to easily transfer communication with the customer from one channel to another), use the latest technologies to personalize interaction with the client, and intellectual functions for prioritizing calls. For example, for sending priority requests to the most experienced employees of the company.
ContactBabel recently surveyed more than 220 contact center managers and found that 63% of them still consider the phone to be the best means of communication in case of complaints. Although the popularity of digital channels is growing, the phone so far accounts for 57.7% of contacts with customers.
According to Aberdeen, companies that have already some experience of omniscient customer support in 87% of cases to solve problems with the first treatment, while the average is only 59%. In 2018, the companies will offer consumers an average of 9 support channels.
In practice, alternative channels are often poorly integrated with the main “voice” platform of the contact center and perform only reference or information functions.
The main factors that determine the choice in favor of “digital” customers experience, cost reduction, increased employee productivity, and lower business costs and scalability.