A business’s ability to communicate with its customers is critical for its long-term survival. Sales, services, and support all rely on communication, otherwise we might as well all shop from mail-order catalogs. For decades, the two primary channels for doing so were either in-person or were over-the-phone. But since the rise of the Internet, there has been a proliferation of web and app-based technologies, all designed in the hope of creating faster and more efficient communication.
Despite all this, the telephone is still the preferred channel of communication by most customers. This outranks the more modern email, which came in second place, “with a substantial 16.3% lead,” according to Shep Hyken’s 2020 special report. The most recently developed channels, including texting, chatbots, brand apps, and social media, are much lower in the preference hierarchy. In fact, despite “reports over the past 10 years” heralding the strength of social media, “there was a 14.2% difference between social media and the next lowest ranking channel (brand apps).”
Change is slow, but there are some fundamental truths that we must consider as we analyze the customer experience that our businesses attempt to deliver. If anything, these findings remind us that a personalized and human touch is far better than an impersonal and mechanized one. And as we’ve long advocated, there are ways to add a personal touch to every level of what your business does.
Given how social media is the least popular, should we all abandon our attempts to leverage it? As Hyken points out, “we cannot discount the importance of companies monitoring their social media presence. Even if it is the least popular channel, it is still the one that is most visible to the rest of the world.” The last point is important: as we’ve often stressed, your business’s reputation is one of its most valuable assets, and a poor online perception could result in long-term consequences. But there’s more.
Another important factor to consider, as Hyken explains, is that there are clear distinctions regarding preferences based on age. When isolating for younger customers (namely, those under forty), you’ll find that many young people view the telephone as their least favorite, and instead prefer social media. This is a natural trend, as young people are going to account for a larger and larger segment of your customer base as each day passes by.
These preferences are largely informed by perceived ease-of-use. For many who didn’t grow up with smartphones and tablets, a phone call remains the obvious choice. But many young people have learned how to socialize digitally since childhood, which makes many of the other channels even more attractive to them.
But whether your clientele skews towards phone-based communication or the web, we have to remember that people talk about their experiences with their families and friends. They might do so verbally, over text messages, or even on social media, but those opinions will get out. That’s why it’s so important to give them something good to say, and why it’s so important to invest in your customer service. Communication is a large portion of that experience.
The Brandt Group can help with improving every level of that customer experience with on-site, phone, and web shops. So, let’s open up a line of communication today, either by having you reach out via the web or by calling us at (406) 586–3036 today. Together, we’ll make sure your company puts its best foot forward regardless of how your customers choose to communicate with you.
