Why Do Customers Choose Voice Over Chat in 2021?

As customers become more digitally inclined, we assume that factors like convenience, speed, and simplicity are the only things individuals value in a modern experience. However, this assumption is rarely true — although customers continue to adopt digital habits and behaviors, they are still just as comfortable utilizing the phone channel as they are sending a tweet or engaging in a chat. 

In today’s complex customer service environment, it becomes detrimental to assume that customers value consistency in channel experiences over exceptional and personalized support. Therefore, to better understand the needs of the customer, companies must recognize the deeper intentions customers possess when interacting in each unique channel. 

CCW Digital’s latest Customer Experience Trends, Challenges & Innovations Market Study set out to do just this; by capturing the customer’s point of view, this report uncovers why individuals choose certain channels, what their biggest motivations are, and what obstacles are currently preventing them from interacting on their channel of choice. Here we discuss a few of their findings to gain a better understanding of the modern customer: 

Why Customers Call

CCW’s Head of Digital Brian Cantor, calls out the common thought process that indicates, ‘digital is best for simple issues, whereas the phone is ideal for complex ones.’ And in this instance, the research shows that this is partly true. Complex interactions plagued by unusual or difficult explanations were ranked number one as a leading reason why customers would choose to call customer service. 

However, it’s worth noting that almost 36% of customers noted that they would utilize this channel only if they could not resolve their issue on a company’s online or mobile support channel first. Therefore, companies should be wary of assuming that customers are only utilizing the phone channel for their most complex support issues. If customers are coming from a digital channel, they may only need a quick fix that they were unable to accomplish online. 

Another leading factor in utilizing the phone channel is the personal nature of an interaction. 33% of customers stated that personal issues, related to family, legal, or healthcare concerns, would lead them to engage in a phone conversation. This makes sense; digital options still feel a bit impersonal to some, and sharing this kind of information may feel safer when discussed with a real person. This reasoning is also something companies should be mindful of; with empathy remaining a key factor in exceptional support experiences, agents must continue to treat customers with compassion and recognize their unique concerns. 

Why Customers Use Messaging or Chat

The leading reason customers utilize messaging or chat is surprising. While one might assume this form of communication is for a quick, instant response, 40% of customers noted that they engage in this option when they simply cannot find a service phone number. For thought leaders who continually state that customers will come to rely on digital support as their number one option going forward, this statistic is somewhat disappointing. Additionally, it bolsters a supporting statistic from the phone channel survey stating that only 6% of customers would ‘never call for support at this point’ and would only use online or mobile options. 

What this research does indicate, is that customers are increasingly using digital options as a means of avoiding pain points in other channels. 40% of customers noted that they see chat as an option for avoiding long wait times before speaking to a representative. This was particularly true throughout the pandemic, as customers were left on hold for hours when attempting to get refunds or responses from overwhelmed organizations. However, this statistic is optimistic for brands relying on digital support to reduce the influx of customers on phone channels.

Another interesting response was based on a customer's relative flexibility. 36% of customers stated they would choose online or mobile interaction channels because they needed flexibility in response times. For example, they could message at 10 PM and still receive a response outside of traditional business hours. This factor will likely continue to act as a justification for digital support channels, as customers have become more comfortable working outside of the traditional 9-5. 

Why Customers Choose Self Service

When choosing self-service channels, customers stated that informational issues were a leading factor in their decision. 49% of customers noted that these informational issues, related to things like their account balance, or when an order will be delivered, were most conducive to the self-service channels. Additionally, transactional opportunities, like paying a bill or requesting a refund, were a driving factor for 38% of customers. Author Brian Cantor makes an interesting observation in relation to this statistic; he notes that it indicates greater comfort surrounding digital payments and sharing accompanying payment information, showing that self-service’s role as a transaction tool is likely to continue to grow. As customers become used to eCommerce transactions, inputting credit card information online seems much simpler than reading it off to a live agent.

Lastly, the most obvious factor was speed; 30% of customers noted that self-service options were most useful when looking for a solution as quickly as possible. This remains a key benefit of the self-service channels; customers can experience a low-touch, instant interaction whenever time, or their environment, poses a challenge. 

Photo by Yan Krukov PEXELS