Whatever services you offer, they are obviously not going to be worth a whole lot unless your customer base is aware of the opportunity your company will provide. This should be obvious in terms of offering phone numbers, as very few businesses at this point probably neglect to inform their audience that they can reach out to them this way.
But if you've only recently started offering online customer services, your audience might simply not be aware that you offer these channels, or that they can get equally fast results through them.
Forbes recently ran an article on a similar subject regarding authors who publish their social media handles on the covers of their books in order for readers to follow them online. According to the piece, an eighth of a sample of authors had done this, while the majority did not include this information.
This might not seem so significant, given the amount of time that this service has been available compared to other traditional platforms. The premise still holds, though, that the customer must be made properly aware of the fact that these capabilities are out there before they become used. Most of them, however, did at least contain links to relevant websites.
Other customer services can help in this, as they can advise callers to use the newer service options when seeking a solution or handling a follow-up call. As long as this is done without sounding like a dodge or a cheap way out of handling a call, it could result in both parties getting what they want and coming away happy.