Why the Phone Matters More than Ever

A robust omni-channel strategy is essential for providing seamless, quality customer experience. Chat is important; a recent Forrester Research study found that 65 percent of American customers engage in live chats before they make an online purchase. Social media also can’t be ignored, with 60 percent of consumers’ smartphone usage spent checking social media platforms throughout the day.

But none of this means you should hang up on phone support. In fact, the phone is more important now than ever when it comes to not only connecting customers, but also converting those interactions into sales. Customers are using their phones to research a product, then want to immediately speak to a customer representative. According to a BIA/Kelsey report, a predicted 162 billion calls will be made to businesses from smartphones in 2019.

Click-to-Call Growth
Click-to-call is booming, and the already staggering number of calls to businesses from mobile devices is expected to skyrocket in coming years. Consider the following research from Google:

• Of mobile searchers who used “click-to-call” at least once, 39 percent usually called a business.
• The main reason 57 percent of mobile search users call instead of taking other action is the need to talk to a real person.
• 48 percent of local mobile searches ended with a call.

According to research from Involta, mobile channels drive 54 percent of all phone calls. The question becomes whether your business’ phone systems and staff are prepared to handle – and capitalize on – the click-to-call opportunity.

Humans Like Humans
Again, an omni-channel presence is still important, with customers communicating via social media, online support, etc. However, 75 percent still prefer the personal interaction phone calls provide. What’s more, people talking to people yields higher sales. According to research, 61 percent of businesses rate their inbound phone calls as ‘Excellent leads.’ This number is 9 percent lower for web leads. What’s more, 61 percent of mobile searchers describe calls as an important part of the buying process.

The Cost of Getting It Wrong
Of course, making it easy for customers to call your business is just the start. If they encounter long hold times, an automated system or unfriendly support, they won’t hesitate to leave and find another business. One in five calls from mobile phones are abandoned, and dissatisfied callers aren’t afraid to share their feedback. In a recent poll, 74 percent of people said they are likely to choose another business after a negative phone experience, 70 percent said they are likely to complain to friends or family, 30 percent are likely to leave a bad review, and 24 percent are likely to complain on social media.

It should be obvious that phone communication is the easiest and fastest way to provide stellar customer experience. It’s more convenient for customers who need support in the moment, plus it’s the best way to convert sales. CH Consulting Group can help you make the most of your phone system. Contact me today for a FREE consultation.