How Do Customers Prefer to Communicate?

By Steve Brubaker, InfoCision Chief of Staff

Do you sometimes long for the days when we had fewer technologies for engaging with customers? Well, those days are long gone.

Today, customer service is more complex than ever before. The customer experience is spread across a highly-fragmented ecosystem that includes technologies like voice, mobile messaging and the Internet. And new communications applications are constantly being created, which makes things even more confusing.

According to a 2017 report, companies are now communicating with customers across an average of nine different channels. This figure could increase to 11 by 2018, and we can speculate that this figure will keep growing beyond this point — especially as the Internet of Things (IoT) continues to expand, and new connected solutions make their way into homes and businesses.

But which of these channels do customers actually want to use? And do businesses really need to offer so many?

As the above-mentioned report indicates, communications channels are far from equal in the eyes of consumers.

For instance, 59 percent of customers claimed that they are satisfied with their overall experiences using online chat and video. Forty-three percent of customers are satisfied with their experiences over email. And 42 percent of customers are satisfied with their experiences over text and social media.

Additional satisfaction ratings include: Websites (49 percent), mobile apps/ virtual bots (38 percent) and interactive voice response systems (29 percent).

Of course, your customers may have entirely different preferences depending on their unique demographics. Millennials, for instance, will naturally gravitate towards digital channels like online chat, video and text before they opt for traditional channels like IVR or voice. Baby Boomers, however, are probably going to want to use the technologies that they have been using for many years like the telephone and email.

The challenge, though, is that you can’t easily predict how your customers will want to communicate, and so it’s important to offer a wide variety of options.

Here at InfoCision, we empower consumers by giving them a choice about how to communicate with the contact center. Our agents are specially trained across multiple channels, in order to provide high quality service at every touchpoint.

Embracing multichannel service is a great way to show customers that your business is up to date with the latest communications technologies, and that it’s committed to communicating with customers on their own terms.

Plus, our team is on the front lines of technology. Our customers can rest assured knowing that if there is a new communications channel that customers are using, we will know about it. And if it’s worth implementing into the contact center, we will be sure to follow through with it.

To learn more about InfoCision, click here.

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