Contacts happen more and more remotely. However, physical contact remains very important. Sometimes, customers really want to meet face-to-face. For example, to make a major financial decision such as buying a car or taking out a loan.

chose phone

2018

chose phone

Customers with more emotionally charged questions are more likely to pick up the phone. A voice that can immediately answer questions or concerns is reassuring. For example, when rebooking a reservation or reporting a problem.

Top 3 situations when a customer prefers to be contacted by phone: 

1. There is a problem with my phone or energy bill: 54%
2. I want to know when my new car will be delivered: 44%
3. There is a part missing from the assembly of my bookcase: 44%

THoCC's survey shows:

In 2020, 44% of those surveyed say they have had ‘often’ or ‘sometimes’ contact with a company via chatbot. Customers are the least satisfied with the ease of use of the chatbot.

chose chatbot

2018

chose chatbot

2020

Customers who did not get a reassuring answer via the other channels are trying social media to get help quicker.

chose
social media

2018

chose
social media

Then you risk losing a part of your customers. Invest in the right mix of channels tailored to your customers. 

 You are not going multichannel?

%

want to combine
at least two channels.

of customers think companies should be accessible through multiple channels.

expect a company to know that they contacted them and why.

58

70

%

%

68

Ontdek onze oplossingen

“Your customer will use different channels depending on their question. So ask yourself if you need every channel. Above all, do not start a new channel just because other companies are doing it.”

Inge Vissers, Managing Partner of The House of Contact Centers

Customers feel reassured when they can contact a company via mail. Personalized answers to questions work better via e-mail, according to customers.

find e-mail
easy 

Although there was less physical contact between customers and companies in 2020 due to the pandemic, that contact remains crucial in situations with a financial impact or questions with a strong emotional component. For example, for large purchases, and problems with insurance or health.
Finding a good balance between digital and physical contact (‛phygital‘) is important.

find face-to-face
easy

The phone is still very much appreciated because people often get an immediate and personal answer to their question or problem. Waiting times and unnecessarily long IVR menus are a source of irritation.

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easy

The success of a live chat depends on the response time. For business websites, nearly 50% of customers do not wait longer than one minute for a response.

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easy

A chatbot that does not understand its customer is met with irritation.
Customers do not welcome unnatural conversations or responses.

find chatbots
easy

THoCC's survey shows:

“Of the customers who used a chatbot, 35% had a negative experience.”

When customers have negative experiences, they are less willing to use that channel in the future.

 Nobody wants a chatbot going round in circles. Follow our webinar and discover our tips & tricks for meaningful conversations. 

1
minute

5
minutes

1,5
minutes

7
minutes

1
hour

10
hour

5
hour

3
days

“If customers are left with a positive feeling after a contact, they have the impression that their wait was shorter. So invest in quality too!”

David Gybels, Managing Partner of THoCC

3. Provide sufficient resources and expertise to ensure a prompt and accurate response. 

You only get one chance to make a good first impression. So you really want to avoid negative experiences. One in five customers change supplier after a negative experience. Therefore, take excessively long waiting times into account and focus on the quality of the answers the customer receives.

4. For each customer, keep track of how and why (s)he contacted you previously. 

“Look at the journey the customer takes from start to finish and manage your contact center centrally from your company. Too often, one department does not know what the other department did to solve a problem.”
David Gybels, Managing Partner of THoCC

Communication is at the heart of our business. 

That is why we help you choose the most appropriate communication channel. Discover how companies are using telephony, chat, bots, social networks and are integrating their relationship channels in their contact centers. 

With one goal in mind: to provide every customer with an optimal experience from the very first contact.