Are customer phone lines necessary in 2018?

[BenFridja]

If you reply to emails efficiently and timely, and you effective ask customers to email in with their issues anyway, are customer phone lines necessary for e commerce businesses?

 

[cjd]

You've asked a binary question to which there is not a binary answer.
It depends what your business is.

Some don't need them - one of our competitors doesn't have telephone support, they lose some customers to us because of it but save some costs as a result.

I wouldn't like to be a plumber without a phone though.

 

[BenFridja]

Good point.

I was talking specifically about e-commerce.

 

[fisicx]

Again it depends on the business.

If my widget hasn’t arrived then I will want to call you to find out where it is.

 

[lesliedocherty]

Yes, older customers will mostly always call you rather than email, younmger customers will email/text rather than call.
That's just based on my experience of answering the phone every other day

 

[BenFridja]

Yes I understand you might want to chase up deliveries. I'm not sure the phone is the most efficient way to do that.

Also when tracking numbers are issued on dispatch, don't you chase the courier?

When huge companies can keep you on hold for 15 minutes before they answer, I think the public is seeing a shift towards online contact.

But would be interested to know what everyone else thinks.

 

[BenFridja]

Yes, older customers will mostly always call you rather than email, younmger customers will email/text rather than call.
That's just based on my experience of answering the phone every other day

Agreed, age is definitely a factor. Younger people will message through social media before picking up the phone.

 

[Mr D]

Depends.

I am comfortable emailing most of the time. For non urgent and simple stuff.
For tech support, for major problem, for urgent, for they appear to be ignoring my emails then phone is better.
More information can be provided relevant to the issue and quicker timescale to resolve issues.


I am in my 21st year for more than 21 times and have used social media to contact a company just once. An issue with advertised food in their food catalogue that the store was substituting something different.
The reply on social media made no sense. Big national company who lost my purchases of that food item from that store for the future. And never going to use social media with that company again.

 

[alan1302]

Yes I understand you might want to chase up deliveries. I'm not sure the phone is the most efficient way to do that.

Also when tracking numbers are issued on dispatch, don't you chase the courier?

When huge companies can keep you on hold for 15 minutes before they answer, I think the public is seeing a shift towards online contact.

But would be interested to know what everyone else thinks.

You might not know who the courier is - you are not always given details or a tracking number. You might be wanting the tracking number. Also I think if you buy something from a shop they should chase the courier and not myself.

I'm sure if everyone stops using phones then you will be waiting ages to get a reply online as well.

 

[WebshopMechanic]

Whether you want one or not a telephone number is a key marketing tool for your business.

A telephone enables you to:

• Take orders and bookings in a more personal manner
• Learn more about your customers by asking more questions
• Build a rapport with your customers
• Expand your product range or service by learning what they want
• Answer difficult questions (that would normally take 4 or 5 emails)
• Resolve complex queries (i.e car insurance)
• Time-Sensitive Ordering - Receive enquiries that might be time-sensitive (e.g ordering a 4pm on a Thursday wanting to make sure it will arrive for a birthday on the Friday)
• Earn Trust because they can speak to someone, even though they may not need to
• Deliver 1st class customer service by dealing with any complaints quickly and efficiently
• Convert more sales on your website because they know you are a real person
• Expand your business into different regions if you use a geographical virtual phone number
• Surprise & Delight your customers with a quick follow-up call to ensure they receive their order ok and what they thought of it.

There are many more reasons why a phone number comes in useful. Personally, I love talking to customers because I can really understand what they want and what their challenges are. I can't get that from a simple email unless it's a long one or I ask them to fill out a survey.

Whilst email, messenger, live chat and bots do work, they play their own role. No two customers are alike so it's important to cover as many bases as possible.

Final point. If you own an ecommerce business then make sure your contact telephone number is a landline. A mobile number alone on a website looks shifty.

Matt

 

[Mr D]

Yes, number customer sees being a landline works even if phone answered is actually a mobile (forwarding calls etc).

 

[Andy777]

I think in this day and age, a quick message/live chat support widget (that tracks visitors based on IP/email address and shows previous conversations) AND/OR Facebook messenger contact options are even more vital than the phone number. Especially if your target audience is below the age of 30 (or even 40 now).

 

[antropy]

I think making sure you cover all bases is the most important feature. So have an email, form and phone number on the website so the customer can choose which method they prefer to use. When you go on some websites and there is no phone number you do question if they will ever come back to you and whether you will still get a personable experience! Alex

 

[Colin_W]

I've just voted yes, but only because you don't have an "It Depends" option as others have mentioned.

More and more people are opting not to use the telephone, but those contacts which are made by phone will probably be more complex and, consequently, more suited to being felt with by a. love person. Chat, messaging, self-service and even e-mail can only go so far when resolving more complex issues.

And, of course, just because you have a telephone contact, doesn't mean you can't guide customers to other channels. Have you ever tried to phone Amazon? Yes, their number is there but they guide you through self-service, FAQs, online chat and an email form as alternatives.

Ultimately, though, it depends on who your customers are and what they are buying.

 

[fisicx]

...a quick message/live chat support widget (that tracks visitors based on IP/email address and shows previous conversations) AND/OR Facebook messenger contact options are even more vital than the phone number.

Not more vital, just one of the support tools you can offer.

Note that my daughter and many of her friends no longer use facebook messanger. They all use whatsapp now.

 

[wayzgoose]

Yes. I mainly email or use live chat. But if there wasn't a phone number there, I probably wouldn't have ordered in the first place.

 

[BenFridja]

Thanks for everyone's input.

I think basically it's a good thing to have, but only really necessary if the other options let you down. If you have live chat/facebook, it's the same thing as talking to someone.

As far as the comments about 'speaking directly to your customer', I don't think management speak to the customers, only customer service reps do. Most of the time the phone is used to vent at customer service reps, often because of delivery drivers letting them down.

These days social media, email, live chat really are more than enough IMO. I think the phone could be phased out slowly. Perhaps replaced by something like Whatsapp for Business because instant chat is much more responsive than email.

If you don't reply to your customers' email/live chat in a timely response, then you need to fix that first, having someone ready at the phones isn't the solution for ignoring customers.

PS Just before anyone jumps down my throat, our customer service helpline is open 9-5 Monday to Friday . I am just interested in hearing other business owners opinions.

 

[Seb de Lemos]

I personally don't see any excuse to not have a phone line.

Both as a supplier and a customer, I think the connection and understanding on a phone call is so much better than via any other means. And it's so easy (and cheap) to set a voip line up and divert it to a mobile if you're a sole trader.

If I have a question from a provider and can't find a number, I worry about their attitude to customers and how contactable they will be if I'm a customer with a problem.

 

[1977]

I use Voipfone to direct calls to my mobile as I'm often out and about.

They're an excellent service and for £2/month why on earth wouldn't you?

It made a difference to my inquiry levels, too.

 

[estwig]

Note that my daughter and many of her friends no longer use facebook messanger. They all use whatsapp now.

Must be older than my girls, it's all about snapchat for my teenager.

 

[fisicx]

PS Just before anyone jumps down my throat, our customer service helpline is open 9-5 Monday to Friday . I am just interested in hearing other business owners opinions.

Is the online chat open outside these hours? Do you have someone answering emails at 6pm on Saturday when the parcel turns up damaged?

 

[ecommerce84]

These days social media, email, live chat really are more than enough IMO. I think the phone could be phased out slowly. Perhaps replaced by something like Whatsapp for Business because instant chat is much more responsive than email.

Most people can talk quicker than they can type, but people do seem to want to avoid doing so these days.

Take Just Eat for example - calling my local Chinese is easier, quicker and cheaper by phone than using the app, and yet still people use the app.

One of the issues with customer support via social media is that people expect a response 24/7. Last Sunday we had a message on our Facebook page at 10:40pm with a question, and at 11:05 we had a message simply saying '???'. They didn't have a reply until the morning as we were asleep - I don't know what to make of the fact that they even wanted one at that time of day, personally I find it a bit rude.

Lastly I don't think there is any need to 'phase out' the telephone. Some customers are happy to e-mail, some are happy to message via social media platforms and some are happy to phone.

As a business owner, I don't envisage getting rid of our phone line ever, @cjd provides us with a phone number for £2 per month, so it's an absolute no brainer to have one.

 

[Andy777]

Last Sunday we had a message on our Facebook page at 10:40pm with a question, and at 11:05 we had a message simply saying '???'. They didn't have a reply until the morning as we were asleep - I don't know what to make of the fact that they even wanted one at that time of day, personally I find it a bit rude.
.

That's a good one!

What I have found though is that situations like these are rare... most people are totally fine receiving a reply within 24 hours, during the business week.

What helps is that most large companies have terrible support and either it takes days for them to reply to support requests OR they're terrible at it OR both together. So, when a small company offers quick, friendly and professional support, by default, it's a great customer experience.

Obviously, in future it will get even more competitive - just like with deliveries when people now expect next day delivery by default, customer services will have to improve.

Another important aspect of all of this is - as a business owner, I have always looked at ways to minimise customer support as much as possible. This includes clear ordering process with shipping/dispatch updates, tracking numbers etc. Good FAQ pages etc. Basically, you do everything in a way that customer only needs to contact you in an emergency. I know this sounds all common sense but I see so many examples of business not doing it.

 

[fisicx]

What I have found though is that situations like these are rare... most people are totally fine receiving a reply within 24 hours, during the business week.

Unless the courier drops off a damaged parcel at 7pm on Friday and runs away. Then I want to be able to contact you and complain. If I don't hear back from you until 9am Monday then expect a one star review.

As to big companies providing poor customer service. We had an issue last week, called the company (who ship thousands of products each day) and they had a replacement product shipped out the next day. All done in under a minute on the phone.

 

[cjd]

One of the few advantages small businesses have over large is their ability to provide really good, personal customer service. It's a mistake to throw that advantage away by not helping customer anyway they can.

 

[alan1302]

One of the few advantages small businesses have over large is their ability to provide really good, personal customer service. It's a mistake to throw that advantage away by not helping customer anyway they can.

Up to a point I agree - but some customers will use that and expect more each time

 

[Newchodge]

Up to a point I agree - but some customers will use that and expect more each time

but some businesses will expect to provide less each time - after all if the customer is coming back they are getting a better service than is necessary.

 

[cjd]

Up to a point I agree - but some customers will use that and expect more each time

Dealing with the small percentage of loonies and abusers is the cross we carry for doing business; it's really annoying but if you remove a valuable service for everyone because of a few abusers you're shooting yourself in the foot.