Published on June 17, 2022
Do you remember the first time you contacted a brand for help? What was the method? In the past, customer service relied mainly on phone support. But times change. In recent years, non-voice support systems have become dominant. And live chat-based support has become a vital way to help customers. This shift highlights the digital transformation happening in call centers. Today, customer service through non-voice channels like chat and messaging continues to grow and gain popularity.
In this article, we will explain what non-voice customer service is and why starting with chat is a smart choice. We will also share important tips for running chat support and features to look for in a live chat platform.
What is Non-Voice Customer Service?
“Non-voice customer service” refers to using channels that don’t involve spoken communication. Common non-voice channels include:
- Live chat
- Contact forms
- SMS (text messaging)
- Social media
- Support communities
- FAQs (Frequently Asked Questions)
With so many options available, which channel is the best to choose? Which one should we focus on for the future?
4 Reasons to Start Non-Voice Customer Service with Live Chat
The current trend in customer service is towards using a variety of channels. In other words, omnichannel communications. However, it can be a challenge to implement many new channels at once. Taking things step by step works better. Add one new channel at a time. So which one should you start with?
A practical way to decide is to balance the effort of implementation with the benefits to your customers and company. Many have found that Live Chat has a good ROI. Why might it be a good place to start? Let’s consider four reasons.
1. Smartphone Use
Live chat is vital in non-voice support due to the widespread use of smartphones. People frequently use their phones to search for information, and they prefer reaching out to companies by text. As shown in a poll by KDDI Evolva, the desire for chat services among customers continues to rise each year.
Source: KDDI Evolva, “Actual Communication between Companies and Customers 2021 Edition.
Retailers are quickly adapting to this trend by focusing on chat commerce, which uses this customer support channel effectively.
2. The Shift from Phone Calls to Text Communication
Communication is moving away from traditional phone calls to messaging platforms like Twilio SMS, Facebook Messenger, Instagram, Twitter, WhatsApp, and Apple Business Chat. The style of live chat is also text communication, just like all the apps today’s consumer uses. It also supports sharing images, videos, and voice messages easily.
According to the Call Center White Paper 2021, text-based communication is becoming the norm. A survey from the Ministry of Internal Affairs and Communications in Japan shows that voice communication in Japan dropped by about 17% from 2013 to 2019, with this trend expected to accelerate.
Note: For an analysis of the differences between messaging and live chat, read our article on that topic.
3. Increased Remote Work
The landscape for customer service is changing. Customer support is no longer limited to call centers; many companies now operate with remote teams. Chat support can be effectively managed even in limited internet and computer setups at home, making it a practical choice for home-based operators.
4. Lower Turnover Rates
Responding via chat is generally less stressful than handling phone calls. Next-generation messaging is generally asynchronous, meaning agents don’t need to respond instantly. They can take the time to research answers and consult with their supervisors without feeling rushed. This relaxed approach helps reduce turnover in customer service departments.
Chat Channels Needed for Non-Voice Customer Service
You might be wondering, “I want to start a chat operation, but where do I begin?” First, let’s explore the three chat channels essential for non-voice customer service:
- AI Chatbot
- Human Live Chat
- Messaging
Once you understand the characteristics of these three channels, you’ll know how to implement them based on your company’s needs.
1. AI Chatbot
An AI chatbot is a channel that responds to customer engagements autonomously, learning and adapting over time. It can operate 24/7, handling customer inquiries and directing them to the right person. However, chatbots may struggle with unanticipated requests and contextually complex questions.
We recommend using AI chatbots for repetitive tasks such product order processing, multilingual support, internal FAQs, and procedures in industries like shipping, healthcare, and insurance.
2. Human Live Chat
Human live chat involves a human representative responding to customer inquiries in real-time. Unlike AI chatbots, human agents can handle complex questions and provide contextual understanding. They can also manage multiple inquiries at once. The downside is that this requires a dedicated staff member, or agent. It may be hard to get 24/7 coverage.
Human live chat is ideal for companies that have already implemented chatbots and need human follow-up, or those seeking a hybrid approach combining both chatbots and human support.
Tip: We generally recommend a hybrid approach where humans and chatbots can work together. This will help you implement automation thoughtfully and keep the human touch.
3. Messaging
Messaging is an asynchronous text communication channel. It allows both parties to start or continue a conversation at any time. Customers can engage on your website and then continue their conversation on popular third-party channels like Twilio SMS, Facebook Messenger, Instagram, Twitter, WhatsApp, and Apple Business Chat.
However, since messaging is relatively new, customers may expect immediate responses, so set clear expectations. Messaging is particularly useful for customer inquiries about products or registration information. But it is increasingly used in all forms of customer service and e-commerce.
We typically see messaging as a separate channel from Live Chat. But it is worth implementing them both.
Background on the Lack of Non-Voice Customer Service
Despite the global shift toward non-voice options, some markets still rely heavily on phone calls for customer service.
A report by Deloitte Tohmatsu Consulting, LLC reveals that some companies have a phone call ratio exceeding 15%, while non-voice options like chat are about 10% lower in comparison to others.
One major reason for this high percentage of phone calls is concerns about security. In some countries, customer service operations require identity verification, especially in industries such as banking, insurance, mobile telecommunications, and e-commerce. It is harder to identity verification through non-voice channels.
To secure non-voice communications, companies will need to adopt the latest eKYC (electronic Know Your Customer) technologies, including zero-knowledge proof methods.
45%
of customers prefer live chat as their primary means of customer support
Source: Accumen
Benefits of Implementing Live Chat for Customer Service
Implementing chat for customer service brings advantages for both customers and your company.
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Customer Benefits: Convenience
With non-voice support through live chat, customers can reach out whenever it suits them. Unlike phone calls, which may be difficult during a commute or while caring for children, chat options like chatbots and messaging allow customers to inquire 24/7, any day of the year. -
Advantages for the Company: Reduced Call Center Operating Costs
For operators, one of the main benefits is the reduction in call center operating costs. Chat channels enable more home-based workers, allowing companies to reduce the number of physical seats needed at the office. This can free up resources for other tasks and improve overall efficiency. Agents can also handle more support requests simultaneously or in the same period of time. -
Advantages for the Company: Marketing Opportunities
Every interaction with customers can be saved as text data. More companies are analyzing this data to enhance up-selling and cross-selling strategies. Besides addressing inquiries, chat can also be used to send customers special offers and campaign information later on.
Disadvantages of Introducing Live Chat for Customer Service
While implementing this channel has its benefits, it’s important to consider the disadvantages as well.
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Limitations in Handling Complex Issues
Text communication relies on short exchanges, making it less suitable for complex questions and answers. In some situations, a phone call may be quicker and more effective for resolving complex issues. -
Difficulty in Understanding Emotions
Text-based communication can make it hard to grasp the other person’s emotions. This makes it more difficult to show genuine empathy. It’s essential to clarify intentions during the conversation by repeating or summarizing what the customer has said. Additionally, conveying the agent’s emotions can also be challenging. Some companies use designated pictograms to help operators express their feelings more clearly. -
Unease Among Certain Customers
Not all customers are comfortable with text-based communication, especially those who are less unfamiliar with the Internet or smartphones. It’s essential to analyze your target audience to determine if you should offer voice support alongside chat options.
Points to Keep In Mind for Chat Operations
If you’re implementing non-voice operations for customer service, it’s essential to focus on improving customer satisfaction. Here are four key points to ensure your chat service is both “useful” and encourages customers to return.
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Choose the Channel That Customers Prefer
Analyze the demographics of your customers to determine their preferred communication channels. For younger customers, popular platforms like Facebook Messenger, Instagram, Twitter, WhatsApp, and Apple Business Chat may be favored. Older customers, on the other hand, might prefer SMS or email. -
Design Effective Chatbot Scenarios
Carefully design the scenarios for your chatbot operations. High-quality scenarios enable users to quickly find the information they need. Conversely, poorly designed scenarios can trap users in loops, leading to repeated questions and frustration. Well-constructed scenarios are vital for enhancing customer satisfaction. -
Be Mindful of Your Tone in Chat Responses
Since chat communication is text-based, it can come across as mechanical or impersonal if not handled thoughtfully. Use polite language that conveys warmth and understanding in your responses to foster a positive interaction. -
Offer Phone Support as Well
As noted earlier, some customers may feel uncomfortable using chat. Promoting non-voice support doesn’t mean eliminating telephone assistance; it’s wise to maintain a phone contact option.
To effectively meet the diverse needs of your customers, consider implementing an omnichannel messaging platform alongside your chat services.
What to Look for When Choosing a Live Chat Platform
A platform suitable for non-voice customer service should support a wide range of channels. Look for software platforms that meet this criterion while also being easy to implement and integrating into your existing CRM. You want implementation to be as straightforward and seamless as possible.
Many tools focus solely on either chatbots or human chat. They may not make it easy for both to work in concert and collaborate on the same conversation. Additionally, there are numerous tools that offer chat services only through specific applications. Avoid any platform that doesn’t let you combine both human and AI tools, or that keeps each channel as a separate operation. You need an integrated and consistent platform.
You also need to consider your future needs. While you may be starting your non-voice customer support with a live chat channel, make sure there is room to expand in future. You will likely want to add other channels in time. Your chosen solution needs to be able to scale and expand effortlessly as you do.
How can you find the right platform for you? A trusted partner can really make the difference. At CBA, we have been helping our customers innovate since 2006. With our background and expertise, as well as strong industry connections and network of partners, we can help you to succeed. Count on us to learn and understand your unique needs and present a variety of options for your consideration. Contact us today for a consultation.
Final Thoughts
There are compelling reasons to start non-voice customer service with chat. Smartphones are increasingly becoming the primary tool for searching for information, and communication methods are shifting from traditional phone calls to chat. Implementing chat is also essential for companies looking to promote remote work and reduce employee turnover.
When introducing non-voice chat, consider whether to use AI chatbots, human live chat, or messaging. If you’re unsure which channel best addresses your company’s challenges, please feel free to reach out to us for guidance.
The environment surrounding your business is evolving. Meeting the needs of non-voice customers presents a valuable opportunity to enhance your customer service. Let’s work together to improve customer satisfaction and loyalty through effective chat operations.
