Are Customer Callback Features Outdated?

Posted on March 7, 2018

blur-1853302_640.jpgBy 2020, customer experience is expected to overtake price and product as the key brand differentiator. Companies use technology to enhance the usability of their products, communicate with customers, and connect systems to prepare for more stringent customer demands

In an attempt to improve satisfaction and engagements, businesses are turning to technology to resolve many of the issues that can negatively impact experience - including long hold times.

Many businesses have turned to queued callback systems to combat the long hold queue. This technology solves many of the customer complaints by allowing them to enter a telephone number and receive a callback when an agent is available. It frees the customer to engage in other activities as opposed to waiting on hold. However, customers are still not entirely satisfied.

Here we explore queued callback systems, the benefits to customers and businesses, and the shortcomings of the feature set. Finally, we take a look at other technologies available to supplement the challenges or to serve as an alternative system.  

Pros & Cons of Queued Callback

A recent survey shows that nearly two-thirds of customers report that they would prefer a callback to waiting on hold. Furthermore, 60% of customers also indicate that one minute on hold is too long. Customer satisfaction increases when they are not forced to wait on hold for extended periods of time and can multitask or perform other activities.

Furthermore, these systems benefit the business in other ways. These virtual queuing or callback tools help reduce call abandonment preventing the loss of leads and customers. Companies using this technology report improved agent productivity, shorter handle times, higher first call resolution rates, and decreased costs. These factors allow businesses and contact centers to more quickly and effectively scale.

However, customers still report frustration with many queued callback processes. Long waits for callbacks or several transfers after reaching an agent can add to customer frustration, particularly when their call is urgent. Over 60% of consumers report that they expect a callback within an hour. And more than 40% of consumers expect it within 30 minutes.

For businesses, these tools do not solve many of the challenges posed by traditional phone calls. Customer intake can be a difficult and time-consuming task. Without being able to see the customer’s screen or products, agents must interpret context and rely on customer descriptions. This challenge can be costly for the business and frustrating for agents. Furthermore, this process can continue to agitate an already frustrated customer, reducing satisfaction.

While customers prefer a callback to waiting on hold, in general, they prefer not waiting at all. And a bad phone experience can be detrimental to the relationship. An Invoca survey found that 74% of people who have an unsatisfying phone support experience are likely to choose another business the next time they shop for that product or service.

Alternative Solutions

While queued callback solutions are a step forward for businesses looking to improve the customer experience, there are other solutions available to supplement the system and overcome these challenges.

For example, incorporating visual engagement in the form of cobrowsing or video chat add context and imaging to difficult customer intake scenarios creating a smoother process. Furthermore, many companies are turning to customer engagement tools with video components to seamlessly allow customers to show and explain their questions or concerns.

For example, Request by Recursive Labs is a video-based solution and ticketing where customers create a live, screen video to show and explain their issue or questions. This “intake work” is done in real-time on a mobile or desktop device with no downloads necessary. Using their own words and voice customers have the opportunity to describe their need and send the video off to the business for resolution with the click of a button.  

No hold. No queue. No download. No kidding.

For the business agents, the customer-generated video easily routes through existing support platforms or to chosen email addresses. Agents can then identify, see, and hear the issue or question. Before reaching out to a customer, a company can take steps to ensure the appropriate expert is addressing the ticket, preemptively resolve any concerns, or answer any questions. These steps remove much of the potential for future hold time.

Today’s customers are demanding an experience that allows them to address their needs and speak with an expert without sacrificing their own time. They are seeking solutions that have a fuller feature set than traditional callback options, and they reward business who put their needs first.

Learn more about Request by Recursive Labs:




This entry was posted in virtual queuing, customer engagement, today's customers, visual engagement, video, customer experience

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