How to Select the Right Customer Support Channels for Your Company

Phone support is one of the most common and preferred types of channels for almost every company. It provides direct communication between company employees and customers, minimizing the chances of error or misunderstanding. Likewise, you can immediately address customer concerns and accurately gauge emotions. The phone is also an effective tool for tackling complex issues or urgent requests.

However, one key drawback is that some people see it as outdated, especially younger people who typically prefer digital channels. Customers can also become frustrated if they are on hold for an extended period or when technical issues arise due to a poor network connection.

Chat support also offers immediate and practical assistance. Even better is that chat is a less expensive channel than phone support and can handle multiple customer inquiries at once. Our finding is that agents are most effective with no more than three simultaneous chats. Chat support also enables companies to automate services and provide a more guided user experience. It also archives conversations, which is useful for future customer inquiries and provides insights on buyer behavior, complaints, motivations, and expectations.

There are also some drawbacks. For instance, 29% of customers believe that automated messaging is frustrating, and 38% of businesses agreed. Chatbots are not particularly apt at addressing complex inquiries or unique requests, which could lead to a dissatisfied customer; in this application, live chat agents are far superior.

Email has grown into one of the most dominant forms of business communication. We send and receive more than 306 billion emails. Email support empowers companies to address customer inquiries 24/7, 365 days a year. It also provides proof of support, which is useful for future reference and enables companies to talk to their customers in a more personalized manner.

However, email support can lead to unforced errors. For instance, individuals could receive automated emails on a product or service that is irrelevant to them. Email support is also more time consuming than chatbots or phone support. Most people expect email replies sooner rather than later, with 50% of customers expecting a response within a day. Communication can also get lost during multiple exchanges, and inquiries can be vague, requiring employees to read between the lines to determine a solution.

Social media support provides multiple ways for companies to communicate – comments, direct messaging, and group messaging on various platforms. Being active on social media helps market your brand and shows your community that you are ready to answer questions or concerns. Not being on social media today is a faux pax, no matter your customer demographic, but especially if your customer base skews younger.

Like the other channels on the list, there are a few cons to social media support. Too many negative posts can put your business’s reputation in serious jeopardy. They can also garner unwanted behavior, such as derogatory comments, the threat of cybersecurity risks, or the release of personal information. Social media accounts require constant monitoring.

You always want to lend a sympathetic ear to your customers. They are the driving force for your business, and their concerns should always be a top priority.