Email is now considered too slow as a response mechanism for many contact centres, according to a new study which claims customer demand is fuelling the growth of ‘instant chat’ facilities.
The Customer Relations Trends to Watch report, published by outsourcing specialist Sitel UK, claims that email is dying as a contact channel.
Sitel marketing director Joe Doyle explained: “Email as a primary channel of support has passed its pinnacle and no longer meets the expectation of customers for immediate resolution.
“We are working with a number of clients implementing strategies that engage customers online, replacing services such as the email channel with proactive chat, mobile and social engagement solutions.”
IDC forecasts that over the next two to three years email will decrease by 4 to 5%, while self-service, chat and social channels will all show double-digit growth.
The stakes have never been higher, according to Sitel. The report states: “A good experience has the power to unlock a lifetime of loyalty and advocacy. A bad one can be relayed across the world with just the click of a mouse. More than 86% of customers say they will simply stop using a brand after one bad experience and 82% of customers will communicate their bad service experience with others. The quality of a customer interaction is becoming one of the top reasons for recommending a company.”
The report predicts ten new trends in the industry, including the demise of email, the rise of re-centralisation, a greater sales role for contact centres and more ‘home-workers’. It is available for download here http://www.sitel.com/downloads/sitel_uk_customer_relations_-_trends_to_watch_in_2013.pdf
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