Three words…No Phone Support. If you want to send your hard-won customers and clients straight into the arms of your competitors then I encourage you to eliminate phone support. This really works; trust me…I have personally abandoned companies who either go out of their way to hide their phone numbers, or even worse have eliminated phone support altogether. In today’s post, I’ll buck yet another trend and share why strong phone support is mission-critical to your business…
Doing business in a Web 2.0+ world is a great thing, but even great things can be taken too far. FAQs, Knowledge Bases, E-mail support, and Online Chat are great ancillary support channels that can be effectively used to augment phone support. However, they should never be used to replace phone support. I cannot even comprehend what is going through someone’s mind when they decide to do away with phone support.
Okay, you caught me…I know exactly what’s going through their mind, but it is nothing short of unadulterated lunacy. Doing away with phone support is always a feeble attempt at cost-cutting. I’ll admit that you can lower support costs by eliminating your call center, but this is like tripping over dollars to pick up pennies. Any business that supplants customer centricity with extreme cost-cutting measures won’t be around long enough to reap the benefits of their misplaced initiatives.
Every time I see a business jump on the me-too bandwagon and scrap phone support I can only think of the lost opportunity costs associated with their flawed business logic.
The bottom line is this…Don’t hide from your customers to cut costs, rather embrace them to increase brand equity, customer satisfaction, and loyalty, and to generate new revenue opportunities. Your customers want to be served and to have their needs met. What they will not tolerate is to be brushed aside in the name of cost savings.
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