While companies now agree that customer service support is important for the business’ bottom line and for continued positive customer engagement, they are now faced with a new question. ‘Which customer service support channels should I offer’ is a question they need to answer and it is not an easy one.
Imagine an aged individual trying to raise a complaint /issue with a company. The person would be bewildered by the sheer range of channels to seek customer support and would probably here a new generation customer would be disappointed if only these options were available to contact the support team. It’s not a ‘one size fits all’ case and businesses need to offer the right channel to the customers.The basic consideration to determine the best channels to be provided would be the customer demographics, the complexity of the product, the likely customer request and preference in conjunction with the needs of the support team. We have seen that a younger audience generally prefers social media and live chat, while an older one prefers phone and email. For instance a company selling expensive machinery and hardware should facilitate a discussion over phone while processing a refund can be taken care of with a self-service option.
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It would be interesting to look at the different options and see how they compare.
There are also other options that are variants of these channels, such as a video chat or Skype support that can be considered as an extension of a voice call. These modes can increase empathy and speed up resolution time.
A business has to consider all these aspects when providing customer support. Building an effective customer service offering is ultimately about being there for the customer and helping them when they need it. Channels should be chosen depending on the level of severity and the nature of customer service request.