We’re all looking for the human connection

There's a significant number of consumers (around 43%) who still prefer to interact with a business via the voice channel and speak with a friendly human about their query.

People are well… people, and feel more reassured that their challenge or problem is being taken seriously when they hear the sound of a human voice (and, obviously, less so via other channels). This is greatly more so with consumers who fall into the 'vulnerable' category. A vulnerable customer is typically someone who, due to their personal circumstances, is especially susceptible to harm. In light of the cost-of-living crisis, I would remind businesses that this could mean financial vulnerability.

Assisting a vulnerable customer live on the phone, with well-trained and equipped agents, may be the difference between a great experience and, potentially, negligence. Those who operate in a FCA-regulated environment will be particularly appreciative of the difference.

The Human Connection

The latest UK Customer Satisfaction Index Report has uncovered some useful insight into the value of the human connection and developing a successful business. The research, conducted by Institute of Customer Service, indicates that the underlying difference between high and low performing organisations is that the former do not rely on reactive complaint handling and competitive pricing, but on building a level of emotional connection and trust with customers. This is generally easier to achieve on the phone.

Although the speed at which customers are moving to digital and self-service interactions is accelerating, which has been studied and demonstrated countless times already (and again at our latest CX Roundtable Forum), it appears that with complex and sensitive queries - voice reigns supreme for those looking to connect with customers.

Self-Service for Customers

I'm of the mind (and so is pretty much everyone I speak to) that offering self-service options to customers is a good idea. I mean, why not?

It's been well documented that we're seeing a significant shift in consumer preference towards digital self-service. It's quicker, it's easier and it's 24/7. But what happens when we get it wrong? Consumer likelihood to abandon a brand is similar across channels and modalities which is concerning as we don't always think of CX in digital and self-service in the same way we think of CX in live voice calls.

What businesses need is a clear self-service strategy that's backed by company-specific data and insights to ensure benefits are achieved, but not at the cost of customer satisfaction. You can read more about this here.

Finding the Right Balance

It's clear that phone remains a popular channel particularly with complex or sensitive interactions and for consumers within older age demographics. It's also very clear that consumers want digital and self-service options, and that there are significant benefits in cost and CX in getting this right.

Businesses looking to grow and build a consumer base of promoters should ensure their customers have access to great service on their channel of choice, resisting the urge to force digital and self-service without considering the needs and wants of their customers.

Achieving success rests upon leveraging data and insights to support an effective CX strategy in the contact centre.