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A Human Touchpoint is Still the Champion of Customer Service, Gamma Research Reveals

With phone calls, email, chatbots, and social media all vying for attention, businesses must decide which channels to prioritise for customer service. New research from Gamma Communications, reveals the answer is quite simple: don’t underestimate the power of human connection.

According to the new research, SMEs are dialled into the importance of human to human voice calls.. Over a third (35%) of SMEs surveyed considered voice calls to be their customers’ top communication choice. A further, 87% of SMEs agreed that voice calls and human to human connection were important to the customer experience their business provides, with half (51%) saying they are ‘very important’ to this service.

This mirrors consumers’ expectations and desires when it comes to customer service. Over a third of Brits state that direct phone calls are their preferred means of communication with businesses and over 90% consider it important to be able to easily call a business customer service line. SME leaders are once again in step with consumers in this respect, as 87% consider it important to be able to call a business customer service line easily.

Recognising the value of human touchpoints in customer service, SMEs believe exceptional customer service through human to human voice calls can fuel business expansion. 84% of SME leaders surveyed agreed that superior customer experience over the phone is likely to support the growth of their business.

The research also reveals the significant impact human to human voice calls on customer loyalty. 80% of consumers say they’d stay with a business offering excellent customer service over the phone. SMEs align with this consumer sentiment, as 87% believe that customers are likely to choose a business that has a business phone line and voice services to call, with good connectivity, over one that doesn’t.

And it’s not just customer loyalty that human to human voice calls  help cultivate, they also drive operational efficiency.  43% of SMEs value faster internal communication that thrives on voice calls, while 39% of SME leaders state phone calls aid communication with suppliers, underlining their efficiency and clarity for collaboration both internally and externally.

Chris Wade, Chief Marketing and Product Officer at Gamma Communications: “While digital channels provide convenience, our research sheds light on the enduring value of voice. For many customers, human interaction remains the most important for a great customer experience and clear communication. It’s evident that businesses that prioritise excellent human to human customer experiences stand to win over loyal customers and gain a competitive edge.”

Lisa Baker is Group Editor for the Need to See IT Publishing Group. Lisa writes about HR, Technology, Health, the Environment and Business.
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