The impact of new communication channels on inbound calls

In today’s rapidly digitalising world, communication channels are multiplying at an unprecedented rate. Traditionally reliant on landline telephones, call centres have seen their roles evolve dramatically with the advent of new communication methods such as instant messaging, social media, and chatbots. This digital transformation has significantly impacted inbound calls, both in terms of volume and the nature of interactions. Discover with ProContact how communication channels are evolving and influencing customer relationships.

From the traditional telephone to digital channels

Since the days when the landline was the primary means of business communication, technologies have evolved exponentially. Call centres, once limited to voice interactions, have had to adapt to the rise of email, instant messaging, and more recently, social media. These new channels offer a variety of ways to interact with customers, allowing businesses to meet more diverse expectations and improve customer satisfaction.

Despite the emergence of these technologies, inbound calls remain a crucial pillar of customer relationships. They enable direct interaction, often preferred for complex or urgent inquiries. However, the introduction of new communication channels has also presented challenges. Customers, accustomed to near-instantaneous availability on other platforms, now expect the same responsiveness on the phone. This evolution requires call centres to adapt quickly, not only to manage the diversity of requests but also to maintain a high level of quality in interactions, despite an increasingly omnichannel context.

The rise of new digital channels

Rapid technological advancements have led to the emergence of diverse communication channels that complement, and even replace, traditional inbound calls. Instant messaging platforms like WhatsApp and Messenger offer real-time communication, highly valued by customers for their speed and convenience. Social media, on the other hand, allows businesses to interact directly with their audience, providing a public space for questions, comments, and problem-solving. Moreover, AI-powered chatbots can instantly respond to simple queries, automating part of customer service and freeing up teams for more complex tasks.

These new channels have been widely adopted in response to growing consumer expectations for speed, accessibility, and availability. Modern customers seek immediate solutions that they can obtain anytime, from any device. For businesses, these channels offer a twofold advantage: on the one hand, they enable the processing of a larger volume of requests with increased responsiveness, and on the other, they contribute to better resource management by automating certain tasks, which can reduce costs while maintaining a quality customer experience.

The adoption of these digital channels is driven by the need to remain competitive in a market where customer experience has become a key differentiator. By offering various communication methods, businesses better meet the needs of their customers while optimising their operations.

The impact of new communication channels on inbound calls

The integration of new communication channels such as instant messaging, social media, and chatbots has led to a notable decrease in the volume of inbound calls to many contact centres. Customers, increasingly accustomed to using digital tools, often prefer these channels for quick and accessible answers, especially for simple or repetitive questions. Chatbots’ ability to autonomously handle routine inquiries has also reduced the need to make a phone call. As a result, inbound calls have become less frequent, but they remain significant.

With the decline in call volume, we observe a shift in the nature of inbound calls. Customers who still choose to call often do so for more complex questions or urgent situations that cannot be resolved through digital channels. Calls frequently deal with issues requiring human assistance, such as handling complaints, providing detailed explanations about products or services, or addressing sensitive situations where personal interaction is essential. This evolution demands more in-depth training and greater expertise from call centre agents to resolve increasingly sophisticated problems.

The influence of new channels  on customer satisfaction is complex. On the one hand, these channels offer customers quick and efficient solutions, increasing their satisfaction when it comes to simple questions. However, the transfer of calls to more complex issues can intensify pressure on agents, making each phone interaction more critical. Call centres must therefore ensure that the quality of phone interactions remain high, despite the reduced call volume. This involves equipping agents with the tools and training necessary to handle these conversations effectively and empathetically, thus guaranteeing that customer satisfaction is maintained, or even improved, despite the evolving communication channels.

Advantages and challenges of an omnichannel customer relationship management

The transition to an omnichannel customer relationship offers significant opportunities for businesses.

Benefits of omnichannel relationships for inbound calls

By centralising customer interactions across various channels—calls, instant messaging, social media, and chatbots—companies can gather valuable data on their customers’ preferences and behaviours. This in-depth knowledge enables increased personalization of the customer experience, addressing the specific needs of each individual more effectively.

Furthermore, integrating these channels into an omnichannel strategy improves team productivity by automating repetitive tasks and reducing the need for human resources to handle simple requests. This approach can also contribute to lower operational costs by optimising resource allocation and decreasing the workload of agents through automation.

Challenges of managing an omnichannel customer relationship

Implementing an omnichannel strategy has its fair share of challenges. Managing omnichannel requires rigorous coordination to ensure that all channels function harmoniously and consistently. Integrating various communication channels, whether it’s instant messaging, phone calls, or social media, requires robust technological solutions that can centralise and track customer interactions in real time.

Additionally, teams must be trained not only in the use of these new technologies but also in managing customer interactions seamlessly across different channels. Continuous training is essential to ensure that agents can provide a high-quality customer experience, regardless of the channel used. Companies that can overcome these challenges will be able to fully leverage the opportunities offered by an omnichannel customer relationship, thereby strengthening their competitiveness in an increasingly customer-centric market.

Elevate your customer experience with ProContact’s omnichannel solutions.

Outsource your customer relationship management and unlock new levels of efficiency with ProContact. Our specialised teams handle inbound calls and more, delivering personalised support across all channels. Contact us to learn how we can help you streamline operations and improve customer satisfaction.