In an era dominated by digital interactions, the enduring significance of the voice channel in customer service has been highlighted by a survey of 1,000 consumers conducted by the leading research and analysis firm for the contact centre industry, ContactBabel.
As part of their whitepaper, Voice: Its Place in a Multichannel World, evaluagent sheds light on the state of customer service today, revealing that the voice channel remains the preferred method for problem-solving among consumers. This challenges preconceived ideas about the decline of phone interactions in favour of digital channels.
Contrary to expectations, the voice channel continues to handle approximately 65% of contact centre traffic in both the US and the UK. This persistence defies assumptions that younger generations avoid phone calls, as even millennials and Gen Z gravitate towards voice for resolving complex issues.
The key driver behind the dominance of the voice channel is its unparalleled ability to deliver first-contact resolution, a factor highly valued by customers. Real-time problem-solving and reassurance provided by human agents over the phone cannot be replicated by digital channels.
However, despite its effectiveness, the voice channel faces challenges such as increasing speed-to-answer metrics and rising costs per call. Still, customers endure these friction points because they trust that voice interactions will lead to satisfactory solutions.
Despite advancements, current metrics for voice channels are lacking. Since 2017, the time to answer calls has increased by 253% in the UK and 46% in the US. Additionally, call abandonment rates and the cost per call have risen significantly.
However, customers tolerate these inefficiencies because they trust that voice communication will resolve their issues. Notably, the preference for phone calls in the UK to address complex and urgent matters grew during the pandemic, even as digital solutions advanced.
This trend is understandable. In times of uncertainty, the voice channel provided a sense of security and reliable solutions.
Even today, up to 27% of digital inquiries in the UK and 39% in the US require follow-up phone calls for complete resolution. Voice communication remains essential for addressing multi-layered issues, proving that effectiveness often outweighs convenience.
The future of customer service lies in embracing a balance between voice and digital technologies. By leveraging the strengths of each channel, businesses can meet customer expectations for human connection and solve issues much faster.
Commenting on the white paper findings, James Marscheider, Chief Commercial Officer at evaluagent, said, “The results of this research are fascinating. While digital channels are still undoubtedly on the rise, when it comes to those high complexity, high emotion issues, a human agent is unmatched. It’s a challenging landscape for contact centres at the moment, with many finding it difficult to strike the balance between digital and traditional channels, alongside the right amount of AI and human oversight.
This white paper helps bring clarity by painting a picture of what’s going on, and how contact centers can leverage the opportunities available.”
More information can be found at https://www.evaluagent.com/knowledge-hub/customer-experience-voice-channel/
