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Emails and Webchats are Great, But Calls are Still Critical

Posted: by: Chuck Ciarlo

A Deloitte 2015 Global Contact Center Survey reports that the number of customer interactions by telephone continues to decline, as other options become more prevalent.

But while the volume of customer calls may be shrinking, the importance of each of those engagements has been elevated. More people may be reaching out via email or web chat or social media, but if these channels prove insufficient the next step is a phone call - and for the company this may be the final hope for keeping that customer's business.

This happens more than you might think. A recent report showed that more than one-third of customer engagements that started online or through a self-service channel eventually escalated to voice.

This doesn't necessarily mean that the company is doing something wrong - there is real, proven value in omnichannel. But some issues are just too complex for anything other than direct contact with a real agent or supervisor. This is how customers still expect questions to be answered, and results to be achieved.

Knowing this, what can you do?

First, forget all those predictions about fully automated contact centers. Agents will always be needed to provide service that machines cannot.

Next, understand that a customer that has already failed to get results from another channel may be more frustrated or impatient when he or she calls. Agent training should focus on being calm and courteous when confronted with hostility.

Finally, make sure agents have the technology they need to deliver an efficient and satisfying customer experience, especially if this is the last opportunity to do so.


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