Good customer service can mean the difference between a one-time buyer and a repeat buyer. However, customers’ preferences regarding their preferred channel are different. Some prefer human interaction. Others are looking for self-service or automated solutions.
What follows are eight common customer service channels, each with advantages and disadvantages.
phone
Phone support is the most personal, but it’s resource intensive.
Pros: Phones are the most personal support channel. Many buyers want to speak to someone directly, especially when they have a complex query.
Cons: Phone lines are resource intensive. An alternative is a callback service instead of a fully occupied variant.
Pros: Email is an existing channel for seemingly all businesses—whether through a single email address or a form. Consumers are happy with it too.
Cons: A common frustration is slow response time. To mitigate this, be transparent about the timing, both on your contact page and in an automated response to new requests. Also, consider directing customers to alternative channels, such as B. Self-Service Resources.
frequently asked Questions
Pros: Self-service portals like FAQs and Help Centers allow customers to find quick answers to frequently asked questions, reducing inbound business inquiries. In addition, the options do not require staffing.
Cons: Lack of human interaction means detailed, specific requests go unanswered.
social media
Pros: Social media channels are convenient and familiar to customers.
Cons: Adding social media for customer service is a challenge for many businesses. Customers can post negative requests publicly – on Facebook, Twitter, Instagram – and attract unwanted attention. In addition, customers expect quick responses on social media. Businesses can help by moving the conversation to private messages and sharing estimated response times.
live chat
Pros: Live chat is an easy way for customers to get quick answers to their questions.
Cons: The challenge for businesses is meeting buyer expectations for an instant, human-generated response. In addition, buyers must remain on site so that their questions can be answered.
chatbots
Pros: Chatbots provide automated responses to customer inquiries, avoiding a live agent, thereby reducing costs. Chatbots can be operated as a standalone app or integrated with existing providers such as LiveChat, WhatsApp, WeChat and Facebook Messenger. Chatbots are first loaded with generic questions and answers, and then use artificial intelligence to match questions with answers and grow the overall library. Many businesses use chatbots as the first interaction, directing the consumer to human support when needed.
Cons: Some buyers dislike automated support at any level and prefer human interaction.
WhatsApp, a phone-based app, doesn’t require an active browser window, an advantage over live chat.
Pros: Meta-owned WhatsApp’s customer service works much like a chat platform, but with the benefit of being an app on a phone rather than requiring an active browser window. Small businesses can use the free version of WhatsApp, while larger businesses benefit from the Pro features and integrations.
Cons: Many shoppers are unfamiliar with WhatsApp or prefer not to download the app. Registration is required to use WhatsApp.
Facebook Messenger
Pros: Like Whatsapp, Facebook Messenger has the benefit of being an app with automated functions.
Cons: Customers need to download the app and register with Facebook.
