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The phone, a veteran cannel yet still very current in customer service


11 August 2015 at 6:00, by

Telephone exchange, Google Plus.

Telephone exchange, Google Plus.

Despite the increase of omni-channels, the phone is still King. It is still our favourite way of contacting different brands. 77% of clients use it when exposing problems, doubts, deficiencies or offering thanks to a specific company.

Northridge Group recently carried out a study that confirms the popularity of calls in the customer service area. The research shows that the phone is the method that most covers client expectation and provides the best experience. Equally the amount of users that recognise that the phone meets, and surpasses, their expectations reaches 90%. Online chat comes next as 85% of those surveyed would use this alternative.

Followed by email which met the expectations of 84% of users, the website with 77% and text messages with 75%. Following these were mobile apps that satisfied 74% of users, social networks for 67% and snail mail for 64%.

We can also deduce from the survey results that the phone is the channel users are most likely to choose when they need to contact a company to solve any doubts regarding products and services. Half of those surveyed by the group recognize that the phone is the first channel they would chose when contacting a company.

This places it ahead of those who would use email (27%) or online chat (14%). In fact, 7 out of every 10 users claims that when they have an urgent problem related to a purchase they reach for the phone. On the other hand, when it is not urgent mail is the preferred option (24% choose this method).

Considering the importance of the phone, here are some tips, thanks to the Buenos Negocios portal, that will help you ensure the interaction is satisfactory:

1) Speed. Do not keep the client waiting! It is important to answer the phone as soon as possible, before the third ring whenever possible. If there is an automatic machine answering, inform the caller whom they have contacted, and what alternative methods of contact are available (leave a message, call at another time, visit a website, etc.)

2) Message clarity. Both in a recorded message and an actual conversation remember the person on the other side cannot see you. This means that the messages must be precise.

3) Listen actively. Stop any other task that you are involved in. Your aim is to find out what your caller wants or needs. Actively participate in the conversation. The more you know and understand about their motivation and interests the better the answer you can provide.

4) Minimum time on hold. Have you asked your caller if they can hold? You must ask how much time they have available. Apologise if the wait is longer than expected and ask if they are able to continue holding the line. The wait must be as short as possible otherwise the client will get annoyed!

5) Thank you for your call. End the conversation on a friendly note, leaving a positive image of the company. Make sure the client always hangs up first and that when they do they are convinced you have done everything to resolve their query or problem.

Idiso Contact Centre can deal with all queries that arise quickly and efficiently. The 6th consecutive CRC Golden Award to the best Tourist Contact Centre is proof of this.



Idiso is much more than a technological service provider. Our mission is to provide real value to our clients. We want to become THE GLOBAL HOTEL SALES PARTNER, helping hoteliers sell more and better thanks to our 360º distribution and marketing solutions.

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