More than 50% of mobile operators offer 1 or more support channels other than through the call center, and most of these channels are digital. Although these online touch points have increased the number of interactions with customers, there is a high risk for churn if it is not clear to customers which channel to use for what issue. A study used in the book ‘The Effortless Experience’ by M. Dixon e.a, has found out that 96% of customers who are forced to switch support channels will be looking to switch operator as well.
Imagine the following: when a customer encounters an issue he will most likely use Google or visit your website to find the answer. If the customer cannot quickly find the solution, they will check out the ‘Contact’ page in the ‘Help’ section of your website.
The customer decides to fill out a contact form. A few hours later, tired of waiting the customer tweets to the operator’s Twitter page to see if that is quicker. An agent responds to his tweet: with a telephone number to contact the support team or send a DM with further details. The result: the operator has made the customer reach out three times for only one answer.
Channel switching is not only frustrating and inefficient for your customers; it is also a dangerous churn signal for mobile operators. According to “The Effortless Experience”, mobile operators should focus on guiding customers to the most efficient channel for them, and limit the total number of channels available.
In one of the studies used in the book, customers have stated that they don’t care about the number of channels available to them as long as the issue is resolved quickly and easily. The study found that 80% of customers would “pick nearly any self-service option or channel as long as it leads to a faster and easier resolution of their problem.” In other words, mobile operators don’t need to jump into every new channel available but instead should carefully choose channels based on the issue it should solve.