Tony Iero

Why your business needs a voice escalation strategy

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In the digital age we live in today, customer service centers can be contacted in a number of different ways, making it easy and efficient for customers to get answers or solutions to problems they have. So why is a voice escalation strategy so important? Let’s take a look at why businesses need a strategy for voice transitions and the negative impacts that can result without one.

  1. Voice is the best way to handle complex issues No matter how thorough chatbots and other digital channels are, there are still points in the interactions where customers will run into a dead end (where the conversation can go no further). When customers run into dead ends while using digital channels, they will likely become frustrated due to the poor experience. Digital channels are better for focusing on solving more common issues, while voice should concentrate on the more complex issues. Although digital channels are intuitive and helpful, they will never replace conversations with live agents, and should be treated as compliments to voice channels. This is because agents have the ability and knowledge that give them the ability to change direction as needed. Customers who change their focus while communicating through a digital channel will find that it can be more time consuming to get the solution they’re looking for. Also, attempting to explain complex issues through typing can be difficult, especially if the problem is unique to the customer. It’s much easier to communicate these types of problems over the phone with a live agent, so the problem can be fully understood.
  2. Without an easy way to connect through voice, customer experience is at risk Customers who establish first contact through digital channels, but are unable to find the answers they are looking for, need to have the ability to effortlessly reach out to a live agent. Without an easy way to transition to voice, customers are forced to some undesirable choices. For example, they can leave the interaction without ever finding a solution, search throughout the website for a contact number, or re-enter or repeat information about themselves and their problem in a different channel or through a standard voice channel. All of these actions promote poor customer experience and will result in decreased customer satisfaction as well as customer retention. This can further lead to less market share and revenue for the company in the future. More than half of customers who contact customer service will want to switch channels and talk to a live agent at some point throughout their interaction, making a voice transition strategy essential.
  3. Customers who choose to transition to voice should not have to wait on hold When customers decide that their best course of action is to speak with a customer service rep, they should not have to wait on the phone. Their interaction needs to be fluid, so if there are no live agents available, a plan should be in place to handle the situation. Callback is an excellent solution to this problem, which allows customers to choose to have their call returned at a time when it’s best for them. They can now go about their day and take their call when they have time to do so. Callback also allows customer service agents to obtain the information the customer entered in their digital dialogue so they can properly prepare for the future call. Utilizing callback results in more efficient communications for both agents and customers.
  4. What’s at risk? Without a voice escalation or transition strategy, many vital customer service metrics can be in jeopardy. In addition to poor customer experience, the lack of this kind of strategy can result in:
    1. Lower customer retention – The chance of more customers leaving their interactions due to a poor experience.
    2. Lower customer satisfaction rates – Customers have a higher chance of growing frustrated from wasted time and not feeling valued by the company.
    3. Increase in time per call – Stemming from customers having to repeat information that could have otherwise been transferred through a transition strategy.
    4. Less efficient operations
    5. Customers turning to competitors for answers
    6. Increased customer frustration and negativity

Many companies focus on digital customer service strategies due to the popularity and volume that come from digital channels. This is understandable, but neglecting how customers can reach out through voice will result in many customer experience issues in the future. It’s important to establish a holistic strategy regarding customer communications, having a goal of effortless ease of use.

At VHT, we specialize in creating technology for companies that will assist them in giving their customers the best possible experience. If you’re interested in hearing more about our service offerings and how we can help your customer service operations, please reach out to us.

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