Tony Iero

Best Practices for an Effortless Digital-to-Voice Channel Transition


It’s no secret that today’s customers want a highly customized personal experience. On top of that, customers also want an effortless transition from the digital channel they are on – that is your website, mobile app, social media profiles, etc. – to a customer service agent.

Without a digital-to-voice strategy in place to bridge the gap among channels, customers are forced to search for your 1-800 number, navigate the IVR, start over, repeat information and worst of all, wait on hold. All of those challenges, whether individual or combined, create an unfavorable customer experience that will undoubtedly hurt your brand’s reputation along with key KPIs, like NPS.

So what’s a company to do? Keep reading for the best practices on how to smoothly transition your customers from one channel to the next.

Identify Your Self-Service Flows

First and foremost, identify the targeted self-service flows where digital transition to voice makes sense. The more complex the issue is to resolve, the more likely the customer will want to talk to a customer service representative.

Display Real-Time Queue Conditions

Your customers want to feel empowered. So at the end of the targeted self-service flows, provide real time queue conditions in the contact center, and offer both ASAP and scheduled callback options.

Empower Your Customers with ASAP or Scheduled Callback

Providing both ASAP and scheduled callback options allows the customer to choose what type of callback best fits their situation. Whether the request is urgent or better handled at a scheduled time in the future, customers appreciate the flexibility you offer them and acknowledge that you care about their time.

Leverage Email and SMS Confirmations

Once the customer selects the option suited for them, a best practice is to confirm the callback via SMS or email. The reason being is that smartphones play a role in 80 percent of customer interactions. So sending a text or email to confirm and/or remind customers of an upcoming callback can improve the overall customer experience.

A bonus to a callback reminder is that customers can also reschedule a callback if the originally scheduled callback is no longer convenient. The customer can click on a link in the SMS to a visual IVR that is synced with the call center and select an alternative time for a callback. This, in turn, drives higher reconnect rates and CSAT scores.

Analyze the Right Data

Once callback options are in place to help connect customers from digital channels to customer service agents on the phone, it’s time to analyze how callback impacted your business. At a minimum, your reports should include performance on opt ins by channel as well as reconnection rates. More in depth reports include FCR and AHT on digital-to-voice interactions. And finally, the most comprehensive reports identify which digital service flows perform sub-optimally and which intents end up requiring a digital-to-voice transition.

So whether you connect with your customers on one digital channel or many, digital-to-voice callbacks can positively impact your customers’ experiences with your brand as well as improve key contact center metrics.