What types of customer service to offer differs from brand to brand and a reflection of the age we live in. Customer service is not always constant, and it’s definitely not the same everywhere. In the ancient past, it used to be a customer care department where people had to physically arrive in order to get their problems sorted out. For a lot of customers, “customer service” evokes the memory of hold tone while waiting—twirling their hair strands—for a service representative to process a simple refund.
But in-store service departments and 1-800 hotlines are just two of the many ways businesses offered customer service. Customer service is a must-have business offering in today’s age, but what types of customer service to offer varies according to a business’ needs and customers’ demands.
In this post, we go meta to outline the most common types of customer services and which one is best suited for your business.
Types of customer service:
1. Walk-in service departments
2. Phone and email support
3. Support via live chat
4. Self-service content
5. Communities and forums
1. Walk-in service departments
Many of us grew up knowing customer service as a department housed under their respective business establishments. These physically-accessible business units displayed “customer care” boards in big letters where people would queue up to exchange defective goods, initiate a refund, or register a complaint.
This type of customer service is naturally slow and inconvenient for people who have to visit the physical storefront in order to get their concerns addressed. Thankfully, that’s changing because this type of customer service is nearly extinct.
There are a handful of businesses (mostly in the consumer goods industry) who still offer in-house customer service departments. But now, it’s the residual reminiscence of the brick-and-mortar businesses that have rapidly transformed to digital platforms in recent years.
If your business sells online and wants to take good care of customers, don’t worry about establishing a customer service department within the four walls of your business. You can save a lot of time and money by investing less in staffing a customer service team that can handle all customer problems virtually.
2. Phone and email support
The internet disrupted the way we do business starting from the dot com boom, and customer support has never been the same ever since. The traditional businesses realized the cost-saving potential of offering virtual customer service through phone calls and email and invested generously on establishing contact centers.
But this trend of customer service is quickly flatlining because of how sluggish it is relative to the pace with which online businesses are pivoting towards higher and faster standards of customer service. Customers quickly fell out of love with the never-ending automated voice messages in confusing phone trees and the long wait time in email responses. Consider the statistics from 2017, when businesses collectively lost $75 billion due to poor service and obstacles such as long hold times and multiple phone trees.
Buyer expectations from businesses are changing—they want faster delivery, just-in-time service, and highly personalized experiences. Phone and emails don’t do a great job of keeping up with the fast times.
But phone and email support are not entirely out of fashion. This type of customer service works great for some businesses but doesn’t cut ice for others. Businesses like Zappos bank on phone support for customer service because they believe they are able to create a personal connection with customers who call them.
Several B2B companies are comfortable with email for customer support because the nature of their customer service is not really urgent. Take companies that need server security updates or have initiated PCI DSS compliance with respective vendors; these are issues that can’t be done within a matter of few mouse clicks because of the colossal Romsan risks they carry.
Customer service via email is a good fit for your business if you are in one of those B2B industries where keeping your customers waiting is not looked down upon. However, you should still maintain a good first response time even if the issue resolution time might take understandably longer.
Here’s an example of how big of a problem customer service is when it’s done via phone and email. Many companies neither offer a live chat option on their websites nor do they make it easy for customers to find their customer service phone number. To circumvent this universally-experienced problem, Paul English and Christen Allen founded GetHuman.com in 2012. The website helps desperate customers find the contact information of customer service of a particular business. They help callers to directly talk to a company representative without having to get through the automated prompts on phone menus.
3. Support via live chat
We live in the golden age of instant gratification, and customer service is no exception to the pressure of delivering here and now. Buyers want brands to acknowledge their issues ASAP and businesses have duly heeded to it because the other consequence is riskier. A scathing 140-characters tweet can send a brand in a whirlwind of bad PR if the company fails to honor its customers’ problems.
Live chat is the messiah that businesses have in an age of fleeting customer retention. It has the right mix of all the traditional customer service channels and then some. For instance, customer service over live chat is personalized just like talking to a customer care representative in person. It’s virtual and convenient, just like raising a service request over phone and email. But it’s much faster and way more affordable than its predecessors.
Live chat is disruptive because the support it offers can be synchronous as well as asynchronous. Live chat conversations can be real-time, ongoing engagement. Live chat also goes hand-in-hand with customer service that occurs in social media because of their overlapping nature of offering instantaneous and friendly responses. Customers from a different time zone don’t have to wait for a business to start their working hours to report an issue because live chat offers round-the-clock accessibility. The correspondence can be asynchronous, but the engagement is on-demand.
With advanced live chat capabilities, businesses can close the proximity with customers via audio and visual medium. Modern live chat tools are more accurate because they have capabilities to understand customers’ context.
Use live chat for your customer service if:
- your business is primarily online
- you want to stay closer to your customers
- you want cost-efficient customer service, and
- you want to offer world-class customer service.
4. Customer service in the form of self-service content
Our understanding of customer service has traditionally been that of a reactive business requirement, like on-call firefighters. But customers these days demand more than just instant, friendly, and accurate service. They want to take problem-solving in their hands; they don’t want customers reps to always spoon-feed a solution to them.
Offering self-service gives you an edge in your customer service. It empowers customers to find solutions on their own, at their own pace. Self-service customer service happens via chatbots, FAQs, knowledge base articles, product guides, video tutorials, and so on. Many customers in today’s global economy find it liberating to use self-service the way they want it, when they want it.
No other service channel fulfills the need for self-service customer service like live chat. Customers can search within the chat widget to find answers to their queries or initiate a conversation if they want and get a response in real-time.
Consider self-service for your customer service needs if you already have a live chat support capability. Self-service is also a great fit for businesses who get service requests that are common in nature (e.g., refund and exchange requests, questions related to product configurations, billing requests, etc.).
5. Service via communities and forums
Communities and forums are channels that are powered by users themselves. Businesses who invest in this type of customer service see a very low overhead cost because it virtually requires no staff to man community and forums. However, a business must initially be able to create a sizeable following and community around its brand to make this a possibility. Additionally, you might need a few people to moderate the community or forum to maintain community hygiene and service sanity.
The speed of response in this type of customer service is mostly arbitrary because it depends on how active the community members are. To an extent, the moderators can influence engagement among its members and customers who come looking for solutions to their problems. But it’s largely outside of a brand’s control to ensure the speed and quality of service in a forum and community.
