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Phone still most popular customer communication channel

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9th Jul 2012
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Despite the growth of mobile and social, new research has revealed phone is still the most popular customer service channels.

According to the survey of 62 contact centre organisations by Infinity CCS, phone is still used in over 70% of both inbound and outbound projects whilst other channels such as email, web contact forms, post and social media were used to a lesser degree.

The survey, which also examined how effective contact centres are in setting up new customer campaigns or services, found 62% of contact centre campaigns were set up in under three weeks.

Customer service emerged as the most popular campaign with 63%, followed by telemarketing/sales (37%), according to the report. When specialist campaign development software was used, 84% opf respondents admitted they found it ‘easier’ to launch campaigns, whilst 57% said it was ‘quicker’.

Meanwhile, the report showed organisations still prefer on-site technology such as call recording/quality management applications (78%), ACD/call handling systems (67%) and performance management technology (54%).

Cloud-based apps were used to a lesser extent for ACD/call handling (26%), data/speech analytics’ (23%), call recording/quality management (18%) and dialler technology (15%), said the figures.

Carl Adkins, CEO of Infinity CCS, said of the survey: “It reveals just how fast contact centres have to launch new campaigns as well as the breadth of modern contact centre campaigns – from single channel inbound or outbound campaigns with limited reporting, right through to complex multichannel inbound/outbound campaigns that use campaign development software and deliver sophisticated real time and historic contact reports. 

“The uptake of cloud-based applications is also more conservative than might be imagined, showing that the majority of contact centre operations are still relying on premise-based technology especially for the likes of call recording, quality management and ACD/call handling.”

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