The fact that person-to-person phone calls remain the most used customer contact channel is an indictment on the effectiveness of a business’ communication strategy.
Seeing customers calling to speak to an agent as a failure of the organisation — a sign that a process has fallen over, automation hasn’t worked properly, or customers haven’t been given the information and support they need. The customer has been ‘driven’ to call by a complex issue the organisation has failed to predict and mitigate or prevent.
So what needs to change in your contact channel mix to stop customers from reaching the frustration point of picking up the phone to speak to an agent?
Push the possibilities of self-service to the max
Fundamentally, self-service taps into a familiar idea to consumers — that if you want to do something relatively simple, then you should be able to do it yourself in a simple way. By thoroughly understanding your customer journey and making accessing information easy, you can pick off the low hanging fruit of straightforward transactions and prevent them from escalating into a call to an agent. Then, by bringing AI into your communication equation, you can extend the complexity of the queries that self-service can handle.