The Importance of Telephony in Customer Service in a Digital World

Do we still need customer service on the phone?

Although communication seems to be shifting more and more to digital channels, the importance of customer service on the phone remains surprisingly high. If you are wondering how relevant good old-fashioned telephony still is in the age of WhatsApp, chatbots and other digital interaction options, you will find the current status here – and of course the answer.

Personal customer service: real interaction makes all the difference

The many advantages that digital channels bring with them do not (yet) replace the real, human voice. Telephone customer service can convey genuine empathy and direct understanding like no other channel – the personal interaction between customers and customer service employees is an invaluable advantage. In contrast to automated bots, whose algorithms process requests in a standardized way, the telephone enables a direct dialogue in which customers feel heard and understood. Trust can develop. A phone call offers the opportunity to discuss complex issues, clarify questions immediately and offer individual solutions. The human voice can create a connection that is generally lacking in digital channels. When it comes to building a customer relationship, telephony is therefore “king” in customer service – personal contact will remain a key factor for exceptional customer satisfaction for the foreseeable future, especially in complex cases.

Fast and effective problem solving

Another advantage of telephony is the immediate resolution of problems: one call can replace hours of email ping-pong! Customers can discuss their concerns in real time with a customer service representative over the phone without having to wait for answers. All issues that require lengthy explanations, such as technical problems, can quickly become a gauntlet in writing, but a solution can often be found immediately on the phone and the query does not have to be dealt with several times, even from the customer service perspective. The strength and importance of telephony in digital customer service is also evident in the case of urgent service problems.

Supplement to digital channels

Although digital channels such as chatbots or WhatsApp offer many clear advantages in customer service, especially for standard inquiries, they cannot cover all requirements. This doesn’t just apply to complex or urgent cases: Some customers generally prefer to discuss their concerns over the phone, while others feel more comfortable talking to a real person when it comes to confidential information.Telephony can thus serve as a valuable complement to digital channels to enable comprehensive and diverse communication with customers. Anyone with a customer-centric mindset will come to the conclusion that a well thought-out mix of communication channels is the solution to providing an outstanding customer experience. It is clear how important the integration of telephony and digital channels is in modern customer service.

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Integration of telephony in omnichannel solutions

Modernizing customer service requires more than just new technologies – it needs intelligent networking. Integrating telephony into the omnichannel strategy is crucial. Imagine this: A customer starts their inquiry in a chatbot and can seamlessly switch to a telephone conversation without having to repeat information. No waiting loops, no re-entering data – simply end-to-end, customer-friendly communication. This holistic approach opens up new perspectives for companies: customers are given the freedom to choose their preferred communication channel. Whether chatbot, telephone or email – the systems work together intelligently. Today, even traditional telephone systems can often be seamlessly integrated into modern communication infrastructures.

Next-level possibilities of telephony

For many companies, telephony is still the main channel – for some, telephone inquiries even account for over 50% of all customer interactions. However, modern technologies are also transforming the traditional telephone hotline into a highly efficient service platform.

• Digital callback: Gone are the days of endless waiting loops. Innovative telephone systems allow customers to determine the time of the callback themselves. The result? Significantly more relaxed customers and measurably higher customer satisfaction.
• Predictive service – call context and call enrichment: If the ERP system knows that the customer placed an order three hours ago, there is a high probability that they have forgotten something or want to cancel. This information can be used to prioritize the call over other calls and better serve the customer.
• Voice bots – the intelligent first contact point: an intent can also be recognized in the telephone channel without the customer having to struggle through countless key combinations. Based on a customer request such as “Change meter reading” or “When will my parcel arrive?”, a voice bot can complete this task directly before an employee takes over the call.