In an era dominated by digital communication, we’re reminded that a more traditional communication technology is still very much a critical piece of the customer experience equation. Indeed, while digital channels like email, messaging, and social media have become increasingly prevalent in customer service, a recent study confirms what many of us have always maintained: Good old voice is still the most important.
That’s not to suggest that digital channels aren’t important – they clearly are (take a look at Genesys’ latest announcement, tightly integrating social media into the contact center environment). Rather, what it means is there’s a time and a place for each of them and, when push comes to shove, there’s no substitute for voice.
Here’s the key takeaway: Decision-makers across various industries overwhelmingly (86%) rank the phone as the most important outbound channel for meeting customer service and revenue goals. The finding highlights the critical role voice continues to play in building customer relationships and driving business success, even as companies and customers increase their reliance on email, messaging, and social media.
To be clear, voice isn’t as dominant as it once was. In fact, it’s usage overall has declined as digital alternatives have become increasingly popular and as customers have the option to use their preferred channels.
Those preference, however, vary based on several factors, including the nature of the inquiry, the urgency of the issue, and individual preferences. While digital channels are highly useful for routine inquiries, the phone remains the preferred channel for situations requiring a more personal touch or complex problem-solving. What’s more, as this study shows, even with the rise of digital natives in decision-making roles, the strategic importance of the phone for outbound communication persists.
While companies have decreased their outbound call volume by 26% in favor of other digital channels, they also note that voice remains the top choice for addressing urgent customer service issues and discussing personal or sensitive matters, highlighting the enduring value of voice communication. The truth is, this study shows that outbound very much mimics inbound interactions.
Think about it – for simple, routine interactions, email, messaging, and social media are a quick and easy way to communicate information to customers, whether it’s sending them personalized offers or responding to simple questions.
But, the moment interactions involve more complex or sensitive topics, these digital channels become much less convenient – not to mention riskier, considering they often include sensitive personal information.
Not only does voice make resolving complex issues easier, there is clearly a higher level of trust in voice and its ability to deliver personalized support when it matters most.
Other channels may be useful for simpler and less sensitive communications, but most of us have switched from text or email to voice in our business and/or personal communications to reduce the number of back and forth interactions or to avoid having to send lengthy messages to explain things clearly. Voice undoubtedly adds a level of clarity and allows sentiment to be more easily understood, which is critical to reaching resolution and keeping customer happy.
To be clear, each communication channel has its benefits.
- Voice: Excels in building rapport, conveying empathy, and resolving complex issues that may be difficult to address through text-based channels. It offers immediate feedback and allows for nuanced communication through tone of voice.
- Email: Providing a documented and often asynchronous method for communication, suitable for less urgent inquiries and detailed responses. It also allows customers to refer back to information.
- Chat/Messaging: Offers real-time convenience and allows agents to handle multiple conversations simultaneously, increasing efficiency for straightforward inquiries.
- Social Media: Enables brands to engage with customers publicly, build community, and provide quick support for simple questions. However, it may not be suitable for sensitive or complex issues requiring privacy.
- Self-Service Portals: Empowers customers to find answers and resolve issues on their own, reducing the need for direct agent interaction and providing 24/7 accessibility.
There’s no questions, digital channels are valuable in a device-centric mobile world. But for those who think voice is an outdated channel, that’s nowhere the truth.
What’s important for companies to recognize is each channel has a place; the key is understanding when and how to use each to maximize customer satisfaction and value. Businesses need to adopt a multi-channel communication strategy that leverages the strengths of each channel.
(Note: there’s more to this story – stay tuned.)
Edited by
Erik Linask
