Customer experience (CX) has become increasingly public in the last few years, especially with social media securing itself as one of the primary communication channels for companies worldwide.
Some believe that social media and text-based channels are beginning to drive voice channels into obsolescence. Still, this line of thinking misses out on some of the most significant benefits of call-based customer care: privacy and connection.
Privacy
First and foremost, while conducting business in the public eye can be great—showing more people how your company operates and what you’re able to provide—there are a great many topics and concerns that work much better when handled in private. Whether it’s a matter of ensuring financial and transactional security, or maintaining consumer information privacy, ensuring that your customers have the option for personal communication lets them know that you care about their safety and individual concerns – not just how things look in the public sphere.
Connection
Another point of consideration, when thinking about newer channels versus classic voice communication, is emotional connection. It can be challenging to convey empathy and understanding through text, especially when customers need care and consideration to deal with a potential source of frustration. When you use voice-based support, you get to show customers that you’re thinking about the person behind the query and that their needs are being met by genuine, caring experts who are ready to work with the customers directly and personally.
Of course, one challenge to this approach is that today’s consumers tend to be very public regarding their problems with a company, but far less so—if at all—with praise. But this only underscores the importance of a dynamic omnichannel CX strategy, ready to meet customers on every ground they prefer, and support them as they deserve, whenever and however they need it.
The magic of call proficiency and efficiency is this: you make your customers feel heard when you use your voice.
