Latest News: Technology |  Celebrity |  Movies |  Apple |  Cars |  Business |  Sports |  TV Shows |  Geek

Trending

Filed under: News | Technology News

 

Abandon Email As A Customer Service Channel At Your Peril

Mar 2 2014, 10:16am CST | by

1 Updates
Abandon Email As A Customer Service Channel At Your Peril
 
 

YouTube Videos Comments

Full Story

Abandon Email As A Customer Service Channel At Your Peril

When it comes to customer service and the channels that businesses use to serve their customers, most of the talk in the marketplace is about self-service, smartphone apps, social media etc etc.

All of which, I think, are really exciting and useful and these new channels are pushing the boundaries of how customers can get and receive better customer service.

However, when you fight your way through all of the ‘talk’ and look at the data about how customers are interacting and want to interact with firms, the data tells a different story.

For instance, Dimension Data’s 2013/14 global contact centre benchmarking summary report (You can see a summary here), is based on a survey of 817 contact centres, across 11 sectors and 79 countries. Of the respondents:

  • Just over 80% of them are from in-house contact centres, whilst the remainder are from outsourced operations;
  • Over half of the respondents are from contact centres with more than 100 employees; and
  • B2C businesses represent around 63% of the respondents, whilst B2B and IT help desks represent around 22% and 16% of the remainder respectively.

So, a pretty good sample.

When you dig into the report, Dimension Data found that electronic messaging (e.g. email, SMS but not including social media) is the second most popular channel for Baby boomers, those born between 1945 – 1960, and Generation X-er’s, those born between 1961 – 1989. The telephone is still their favourite customer service channel.

Meanwhile, electronic messaging (email) is the most popular channel for Generation Y-er’s, those born after 1990.

Do these findings not run counter to some of the ‘talk’ in the market-place about the channels different people prefer?

What’s clear is that email is still a really important channel for many customer groups.

However, Eptica found in another study (2012 Eptica Multichannel Customer Experience Study) that up to 25% of firms are turning off or not offering email as a customer service channel. Worryingly, I’ve also heard rumours that this number is growing.

In light of Dimension Data’s findings, why are firms turning off their email customer service support? Higher cost to serve? Not fashionable? Lack of skills? Harder to manage? Their particular customers are not interested in email as a channel?

Who knows?

But, what we do know is that email is still important for a number of different age groups and shouldn’t be written off. Email, like the phone, may not be sexy, it may be labour intensive, and, therefore, expensive. But, it’s what many customers want.

Therefore, why not give it to them?

Despite the explosions of channels on offer to customers, email is still an important and in-demand channel for them, particularly for dealing with more complex issues and queries.

Further, according to the Radicati Group, the number of email accounts in use is forecast to rise from just less than 4 billion globally in 2013 to around 5 billion accounts by the end of 2017, fueled by the growth in smartphones and tablets around the world.

That doesn’t mean to say that firms should not be developing the new channels (self-service, smartphone apps, social media etc) as, I believe, these channels will become increasingly important over time. Moreover, with some smart thinking and data analysis you could probably work out an email customer service strategy that works with, and compliments, your strategy for self-service and other channels.

Firms that are turning off their email customer service or not investing in it, should listen less to the ‘talk’, think again, listen more to their customers and, then, give them what they want.

Source: Forbes

 

iPad Air Giveaway. Win a free iPad Air.

You Might Also Like

Updates


Sponsored Update


Advertisement


More From the Web

Shopping Deals

 
 
 

<a href="/latest_stories/all/all/31" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

 

Comments

blog comments powered by Disqus

Latest stories

EA Deals: Inquisition &amp; FIFA 15 at 23% Off
EA Deals: Inquisition & FIFA 15 at 23% Off
Dragon Age Inquisition & FIFA 15 on PC drop 23% with a rare preorder coupon for two AAA titles out this fall.
 
 
Celebrity Couple Kelli Garner and Johnny Galecki Call it Quits
Celebrity Couple Kelli Garner and Johnny Galecki Call it Quits
The pair have decided to split after more than two years together.
 
 
Leaked iPhone 6 manual shows brand new design
Leaked iPhone 6 manual shows brand new design
The card shows a diagram of all buttons on the Apple iPhone 6
 
 
iPhone 6 &#039;Phosphorus&#039; Component Likely a Barometric Pressure Sensor
iPhone 6 'Phosphorus' Component Likely a Barometric Pressure Sensor
The iPhone 6 has been rumored to include a number of new environmental sensors such as an atmospheric pressure sensor.
 
 
 

About the Geek Mind

The “geek mind” is concerned with more than just the latest iPhone rumors, or which company will win the gaming console wars. I4U is concerned with more than just the latest photo shoot or other celebrity gossip.

The “geek mind” is concerned with life, in all its different forms and facets. The geek mind wants to know about societal and financial issues, both abroad and at home. If a Fortune 500 decides to raise their minimum wage, or any high priority news, the geek mind wants to know. The geek mind wants to know the top teams in the National Football League, or who’s likely to win the NBA Finals this coming year. The geek mind wants to know who the hottest new models are, or whether the newest blockbuster movie is worth seeing. The geek mind wants to know. The geek mind wants—needs—knowledge.

Read more about The Geek Mind.