The Ongoing Value of Live Customer Care

Do you need a contact center any more to provide stellar customer service? Or is the trend toward automated service inevitable? After all, automation is significantly less costly and more efficient than providing live assistance, and self-service is actually preferred by 91 percent of customers when it is seamless and effective.

Yet, customer care provided by live individuals may have no substitute when it comes to maximizing the customer experience with a brand. Consider, for instance, the downside of do-it-yourself service: Some customers—those who are either unwilling or unable to adapt—will get left behind. Others will be frustrated or angry, as multiple studies indicate that a significant percentage of customers prefer to resolve complex issues with a live individual.

This is why most of today’s organizations determined to enhance the customer experience with their brands are operating on the principal that giving customers a full swath of choices, e.g., email, live chat, text, social media and mobile apps or websites, is the best practice.

Unfortunately, a new survey conducted by Ovum shows that a gap exists between customer expectations and what businesses are currently able to deliver. It blamed this discrepancy on a lack of “any real understanding” among contact center managers regarding the extent to which customers interact via other channels before calling their facilities.

Most contact center managers would likely agree that understanding the lengths to which customers might go to avoid resolving issues with live Communicators is an important factor when planning future contact center operations. Tracking customer interactions across various channels is just as important, in other words, as determining customer channel preferences in the first place.

Cross-channel interaction analytics can provide decision makers with invaluable insights, such as the one Ovum discovered through surveying customers: Customers are increasingly informing themselves and, where possible, resolving their own issues.

With a greater understanding of customer preferences and behaviors, contact center managers can confidently take action to deal with the consequences. In this case, they can put processes in place to help Communicators deliver value and information not attainable elsewhere.