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Alternate contact channels gaining on call centres

Posted 20-10-2011 in Latest industry news

Consumers in the UK still prefer raising customer service issues over the phone, but are starting to embrace new technology channels, with nearly a third saying they have used an alternative method in the last six months, says Convergys

The company found that one in six of those quizzed had used a mobile application or text messaging for customer care, with 10 per cent saying they had made use of an organisation’s social media presence, or even had a conversation with a call centre agent using a webcam.

However, although new communication channels are gaining popularity, if a problem is not resolved and requires a further contact, then consumers tend to fall back to call centres.

Perhaps unsurprisingly, people between 18-34 are more likely to use newer technologies, with 12 per cent preferring options like mobile applications, compared to three  per cent of those aged 45-64.

“As our research shows, effective customer care in a multichannel world requires greater sophistication and innovative thinking.  But it also calls for a renewed emphasis on the customer experience basics of listening to customers and giving them the experience they want,” remarks Convergys vice president Aaron Payne.