Some channels for customer service may prove to be more popular to your constituents than others for whatever reason, especially if you offer something special in one arena that isn't available in the other. It's fine to prioritize different segments for whatever reasons you have, but this shouldn't prevent your business from delivering high-quality service and timely interactions. Think of what seeking outside help in this area might do to what customers say about you.
It might seem that the ease of electronic communication might make email a logical choice for those speedy responses that need a quick address, but a survey by KANA recently uncovered evidence to the contrary.
According to a release on the subject, more than half of companies' email services take more than eight hours to respond to claims from their customers. Furthermore, email was the subject of more than 40 percent of the total amount of customer complaints. Even if the phone lines or other channels offered by a company provide a better rate, this sort of sluggishness can speak badly for any company, as the release points out.
"Slow response rates to what is ostensibly a mature communication channel second only to the phone create a risk of customer disaffection, or even defection, as well as the potential for damage to brand reputation if service delays or failings become public — an increasing risk when customers turn to social media to vent their frustration," it reads.
Do your customers right with attention to cure this kind of slow performance. With an email management team that knows the best means of maximizing loyalty, you can look to avoid accusations that your company is too busy or doesn't care.