Why is it so difficult to deliver consistent, effortless customer service interactions across communication channels and touchpoints. A fundamental reason has to do with how companies are internally organized. In many companies, sales, marketing, and customer service are discrete functional silos that don’t necessarily share the same technologies, business processes, data, or even the same definition of measures of success.
Let’s take a quick look at the organizations that make technology purchases for customer service. Obviously, the customer service operations group makes most of these purchases. Yet marketing and eBusiness organizations also purchase many technologies that are valuable to customer service such as social listening solutions, enterprise feedback management solutions, and social media technologies. Here are some numbers to back this up: in a survey of eBusiness and channel strategy executives, 91% said that they were responsible for the website and digital channels like email, chat, and web self service, and another 69% said they were responsible for the mobile operations, including the required technology purchases.
Consumers’ preferences for customer service channels are rapidly changing. And it’s not just the younger generation of consumers — there’s disruption and change across all ages and demographics. Our 2013 data about communication channels that customers use for customer service is available in my latest report. Here are some key data points:
Customers want companies to value their time. 71% of consumers say that valuing their time is the most important thing a company can do to provide them with good service.
Voice is the most used communication channel for service. Voice, which 73% of customers use for customer service, is still the most widely used channel. However, web self-service and digital channels like chat and email are following close behind.
Chat is increasingly popular. Online chat adoption among customers has risen from 30% in 2009 to 43% in 2012. In addition, it has the highest satisfaction rating of any channel used, after voice.
The demise of email is premature. Email remains the third most widely used communication channel among US online adults. In the past three years, email usage has increased by two percentage points, from 56% to 58%.
Social channels are increasingly important. Online communities and Twitter have seen increases in usage rates in the past three years. However, satisfaction remains low for these channels, as companies have not invested in best practices for managing interactions on these channels.