We talk often about building a relationship with our customers, but are we driving them into channels that prevent us building the relationship? I really like using online channels for research, and simple queries, but when I want confirmation, or I have a difficult/complex issue then I never find online flexible enough. As for social media? Great for whinging, or whining about companies, but getting something achieved over it – no chance.
Looks like I’m not alone either, this great research from Ovum shows that people still turn to the phone to get first call resolution.
It’s not just the over 50 generation either, across all generations there is a clear need from customers to talk with someone when you need something resolved.