Phone now a ‘tier 2’ support option?

The rapid emergence of the web as the first customer contact point means that phone calls have been relegated to a ‘tier 2’ support option according to the NICE 2011 Consumer Survey report.

Customers class the phone as repeat contact

53 per cent of customers surveyed say they will make a call if they fail to find the support they need online. This means the pressure to deliver an immediate fix over the phone has increased because customers already class it as a repeat contact.

Important to maintain voice support

The trend towards web-based assisted support is set to continue, with young people aged between 18-30 the least likely to opt for a phone call when seeking customer service, with 59 per cent preferring to look online first. However, the importance of maintaining voice support for the foreseeable future is still high, with two thirds of respondents over 30 to speak with an advisor.

Social media the least effective support channel

For all the hype around social media, it is perceived to be the least effective support channel currently, with just three per cent of consumers using sites such as Twitter and Facebook to gain support.

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