Phone: Why Clients Believe it's the Most Reliable CX Medium


Your customer service plan probably involves the incorporation of a great deal of digital elements. And why not? Everything seems to be going digital. So, you’d be falling behind if you didn’t make most of your customer service the same way, right? Wrong. According to a report by arvato, 52% of consumers believe the most reliable customer service medium is the phone.

Fara Haron in her article, “Customer Service: Where We Are and Where We Are Going,” urges readers to remember a few things about customers who are reaching out for help. One: happy customers rarely need help. If a client is reaching out to you, it likely means something has gone wrong. They’re frustrated and just want a quick solution to whatever it is they’re going through. Digital contact methods aren’t always immediate and responses aren’t guaranteed. A phone call, however, gets you connected with another human being on the spot. With phone calls, clients know they’re being heard and you can assure them directly that you’re fixing the problem as you speak. Clients who use the phone don’t often have to wait. And that translates to reliability in their minds.

That being said, you need to make sure you’re available to the clients who call you. They’re calling because they don’t want to wait. Arvato reports that the biggest issue 34% of clients have with customer service is being on hold for a long time. Even if you can’t answer the phone immediately for every client, Haron points out that there’s an easy solution. 

Automatic call backs are an aspect of customer service that 34% of consumers want more of. That way, even if they do have to wait a bit to speak to a representative, they don’t have to sacrifice their time to know they’ll be serviced ASAP. Haron also writes that real-​time updates are desired by 28% of consumers. If the client’s issue is something you can’t solve immediately, don’t leave them hanging until a solution is found. Keep them updated throughout the process so that they know you’re actively working to solve their concern. 

The phone is an easy, instantaneous, and personalized customer service medium that your clients value. While digital integrations are important for future service, don’t push the phone to the wayside. More than half your clients will be upset if you do.

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-​op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.