Home » Uncategorized » Shifting to a digital channel isn’t contact reduction

Shifting to a digital channel isn’t contact reduction

Contact channels often shift from e-mail and phone to chats, messaging, and social media. “We received 25,000 fewer inbound calls thanks to the launch of live chat.” This isn’t a reduction of 25,000 calls, this is the substitution of one contact channel for another.

It seems obvious, but many organizations miss the point.

Mini-Case
A large travel company won many awards for its excellent service on social media. Website visitors began contacting this company via social media for topics they previously resolved online. Social media support drained this company’s resources. As a consequence, the quality of its self-service website (where most service attempts occurred!) deteriorated. The company thought that it was improving through digitization, but it achieved exactly the opposite.

A shift in contact channels might facilitate contact reduction. For example, it is easier to extract contact reasons from a live chat (text) than from a call (audio). However, it is much quicker and much cheaper to investigate and fix the contact reason than to implement a contact channel shift and then fix the issue.


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: