Recently, I checked my credit card statement to find several unauthorized and unexplained gas charges. I hadn’t used this card in weeks, so I knew they couldn’t be valid.
I pulled out my credit card and proceeded to contact the customer service department. When I called it took almost 15 minutes to get a live respresentative on the line and after confirming my account, the call dropped! I was pissed… I waited 15 more minutes for the representative to call me back but she didn't. I was experiencing horrible customer service at its finest.
After writing a review on social media and emailing support, I was eventually able to resolve the issue in about 4 business days. Although my experience was not the best from inception, I felt confident in my ability to find a resolution via the email process. There was a record of my concern and although it wasn't resolved immediately, it was tracked and I received notifications that they were working on it. I definitely felt more comfortable with emailing the support team. After this experience, I started thinking... is email the next wave of customer service support versus calling the toll-free customer support line?
The Pros and Cons of Email Support
From a company’s perspective, I can understand why email-only customer service is an attractive option. There’s no expensive phone system infrastructure to buy, and customer service employees have only one channel in which to communicate, simplifying the process. It seems likely that email-only support requires far fewer agents, which means less cost.
However, we’re living in a world where customers want to communicate in the channel they prefer – whether that’s phone, email, social media or web chat. And different types of interactions lend themselves to different channels. For any situation where there’s a sense of immediacy, email is not ideal for the customer. As a millennial, I prefer chat, email or social media. My mom on the other end, prefers speaking to a live representative.
The Importance of a Multi-Channel Approach
Email is an important component of call center communication, no doubt. Some people – in some instances – prefer to communicate this way. But relying solely on email leaves customers without the options they crave.
We’re living in a world where multi-channel customer service has come to be expected. If a customer wants to chat via phone – which, by the way, some 80 percent still do – they expect phone support to be available. If they want to chat via social media, they expect a response on social media. And so on. Companies that want to excel in customer service need to communicate on the customer’s terms.
Fenero provides multi - channel services which includes chat and email for our contact centers clients at a reasonable price in the cloud! We also provide live customer chat support for your customers. Additionally, you can connect an unlimited number of email accounts and we will monitor for new messages and will automatically route to the next available agent.
Fenero is a leading provider of cloud solutions for contact centers. Based in Miami, Florida and headed by CEO Marlon Williams, Fenero helps companies to lower their contact center costs, increase agent productivity and create an exceptional customer experience through its flexible, reliable and scalable cloud contact center solution.