There was a point in time where customers could virtually take it for granted that every business offered phone support. Phone support was considered the core support channel across nearly every industry. However, as Bob Dylan noted, the times, they are a changin.
The support landscape today is far more diverse than it was fifty—or even just twenty!—years ago. It can seem like there is a new support channel you’re forced to consider offering every few months. With such a rapidly-changing landscape and the importance of offering a seamless omnichannel experience to your customers, it can be a real challenge to decide which support channels your team should offer.
Deciding whether you should offer phone support can be a particularly complex topic. We’ve all heard horror stories from friends and family who have had bad experiences dealing with support teams over the phone. The truth is, factors like long hold times, complicated Interactive Voice Response (IVR) systems, and rude agents have contributed to giving phone support a bad rap. On the business’ side, phone support can be expensive to do effectively. Agents can find it exhausting to be on the phone all day, and they need to be well-trained to provide a good experience.
While it’s true that poorly implemented phone support can cause customer frustration, exceptional phone support has the potential to set your company apart from competitors and create authentic, long-lasting customer satisfaction.
This guide was created to help you ensure you’re in the latter group. You’ll find data to help you work through several questions every support team needs to answer, including:
By the end of this guide, you’ll walk away with a clearer understanding of phone support and the confidence that comes from knowing you’re making a well-informed decision.
While it may not retain the dominance it once had, phone support is still a major player in the landscape of customer support. And there is a good reason for that! Aircall found that roughly a third of customers still say that phone support is their channel of choice for inquiring with brands about general matters.
Similarly, Aspect studied over 1000 Americans of various ages and found that while phone support is on the decline, it’s still the most frequently used customer service channel.
The data is clear: many customers still love phone support. It’s immediate, personal, and effective, especially for more complex issues. These benefits highlight why it’s so important to carefully think through whether your business should offer phone support.
On the one hand, if your customers expect phone support, there is a pretty strong argument for giving it serious consideration. On the other hand, it’s critical to recognize that phone support can be a particularly challenging channel to deploy for a number of reasons.
As part of doing your due diligence, we recommend thinking critically through the pros and cons of offering phone support. We’ve summarized a few of these in the chart below:
|Virtually real-time||Staffing can be difficult|
|Preferred for complex issues/inquiries¹||Requires top-notch communication skills|
|Potential for faster issue resolution²||Relatively costly; high cost-per-contact³|
|Easy and familiar for customers||Agents can’t multitask|
If you need help thinking through whether phone support is right for your company, we would suggest working through the four questions below with your leadership team.
We’ve touched on this a bit already, but it’s worth reiterating: If your customers have a strong preference for phone support—or any other channel, for that matter—that alone is a solid basis for considering to offer it.
If you’re unsure how to answer this question, there’s a very simple way to gain clarity: ask your customers! It’s really easy and straightforward to create a simple customer survey through tools like GetFeedback, SurveyMonkey or even Google Forms. You may be surprised at how many of your customers will give you feedback about their support preferences.
There is one other thing to keep in mind: You aren’t required to offer phone support simply because your customers want it. Contrary to popular belief, customers aren’t always right and they don’t always know what’s best for them. Many times when customers are asking for phone support what they really want is a way to connect with your customer service team quickly. Live chat, or a faster first reply time might be enough to satisfy their needs.
You’ll need to tread carefully if you decide to not offer something your customers are asking for. Companies like Squarespace and Wistia serve as inspiring examples of ways you can graciously communicate your viewpoint and decision to your customers.
Would an issue with your business cause your customers’ businesses to grind to a halt? If so, phone support may be something you can’t live without. If your customers are considering investing in your services and can’t survive without your service, they may be unwilling to even sign a contract without a means of immediately contacting your support team in real-time via phone.
Phone support can bring significant value to your customers, but it comes with a cost.
According to this paper by Zendesk, the approximate cost per contact of phone support ranges from $6-$12 or more per call. That’s higher than any other channel, and when you multiply those higher costs by a large volume of contacts, things can quickly get expensive.
One large factor contributing to this is the somewhat unique staffing challenge phone support presents: your agents can only talk to one customer at a time. Phone support forces you to use a queue mode—customers wait in queue for the next agent—and, unless you have extremely patient customers or enjoy making your customers irritable just before your support team talks with them, you need to staff generously to accommodate the high and low volume intervals throughout each day.
While we’re huge believers that customer service and support are fantastic investments, you should always be aware of over-extending your financial resources and your support team.
Lastly—but certainly not least—you shouldn’t attempt to implement phone support unless you have a firm belief that you’ll be able to excel at it. Any new channel or process will include a learning curve for your support team, but within some sort of reasonable timeframe your customers will expect to see a high degree of competence from your team.
Answering this question may be the trickiest of them all. Fortunately, the rest of this article will demonstrate what well-implemented phone support looks like and teach you how to measure your phone support’s success. We’ve got you covered!
While there is some debate over who actually said it first, we’ve all likely heard a version of the old adage that “failing to plan is planning to fail.” Likewise, Steve Jobs reportedly said that, “To me, ideas are worth nothing unless executed. They are just a multiplier. Execution is worth millions.”
Combined, these two quotes highlight an important reality: Planning and execution are both critical. This section of this guide will help you put together a great implementation plan for your phone support program, while the key performance indicators (KPIs) we discuss in the following section will be the measurement of how well you’ve executed on that plan.
Typically, the best approach to implementing phone support requires making a few judicious choices. Instead of throwing open the floodgates and allowing anyone to call in anytime, you can take a more targeted approach to offering phone support. To help you determine what the best strategy is for your organization, consider these questions:
Who gets to use phone support?
Your organization’s structure and customer base will likely influence your answer to this question. Do you only offer one product or have one type of customer? If so, offering the same phone support to everyone may be a great option.
However, if you have multiple products, customer types or tiers, then you may want to consider alternative approaches. For instance, perhaps you offer a free plan, plus plan, and professional plan. If so, including real-time phone support may be a great way to add some extra value for your higher-tier customers. Similarly, if particular customers make up large chunks of your organizational revenue—such as major aAccounts in a B2B environment—you may want to consider extending them phone support as a way to ensure a great experience that helps keep them satisfied.
What hours will you offer phone support?
We’ve already mentioned the staffing challenges that phone support can create. While it may be tempting to open up your phone lines broadly, that could quickly get expensive and may be unnecessary.
To make this decision, start by considering your customer base. Where are they located? What are their typical working hours? How business critical are the services you provide them?
Answering these questions will help to shed light on what a reasonable approach for your specific customer set looks like. For instance, if your customers are all in the USA and work 9AM-5PM, your phone support may only need to be broad enough to cover working hours in the various USA time zones.
Should you use an Interactive Voice Response (IVR) system?
Nearly everyone has encountered IVR systems before, and chances are that your experience has been mixed.
“For Support, press 1. For Sales, press 2. For Billing, press 3…”
Foregoing an IVR system and having your phone ring directly to your support team may seem like a much simpler option, but, counterintuitively, it may actually lead to a worse customer experience.
IVR systems can bring many benefits, chiefly:
Foregoing an IVR could cause longer hold times, more call transfers, and other issues negatively impacting your customers’ experience.
Once you’ve answered these questions you’ll have a rough idea of the general structure of your phone support program. From there, it’s time to shift gears and decide on your toolset.
Even a great team can be handicapped if they’re using the wrong tools. When choosing your phone support toolset you have two main questions to consider:
We’ll only touch on a few key areas of phone support platforms here, but check out our in-depth guide to phone support platforms if you’re ready to go deeper.
When it comes to a software platform, you’ll find that a few different types exist:
Your needs should dictate which type of platform you land on, but it is generally a good idea to consider the pros and cons of each type and demoing any software that seems to meet your criteria before committing long-term.
Your platform is the foundation upon which your phone support program is built, but your support team will need additional tools to successfully serve your customers. As you’re building out your plan, consider the following:
The most important part of your support team is the people who make up your support team.
Entire books have been written on the skills and characteristics of great support agents, and hopefully, you’ve already got a team full of the best agents. However, as you’re moving towards implementing phone support, you should prepare your team for a few unique scenarios they may experience once they begin interacting with customers on the phone:
Help Scout’s Guide to Talking to Your Angriest Customers
Talkdesk’s 5 Tips to Handling an Angry Customer in your Call Center
Phone support’s one-to-one nature can present unique staffing challenges. The easiest way to make sure you have the ideal staffing for your customers is to use a workforce management solution like Kronos or Assembled.
If you’d prefer not to invest in a solution, consider offering phone support during a limited window and tracking your call volume per thirty minute interval in a spreadsheet. This initial data will help you understand when calls come in and how many agents you’ll need available to answer those calls during each interval. From there, you can expand your availability and adjust schedules as needed.
Imagine it’s several months from now. You’ve successfully built out a plan and launched your phone support program. Now that you’ve got things off the ground, how can you be confident that your team is performing well?
This section—the KPIs of phone support—will equip you to manage how well your team is executing your goal of providing exceptional phone support. Remember—having a great plan means nothing without great execution!
There are many different ways to measure the performance of your phone support program. The right mix of metrics should be determined by your specific circumstances. We’ll touch on two main categories of KPI and a number of examples below, but if you’d like to do a deep dive check out our ebook on KPIs for support teams.
One of the most common ways to group phone support KPIs is to look at both speed and quality of service. Both speed and quality are vital, and it’s important to ensure you’re looking at metrics in each category to make sure you’re performing well.
When a customer calls your support line, how long should they have to wait? The answer to that question may be hard to pin down, but research by RightNow shows that 77% of customers—nearly eight out of ten—believe it takes too long to reach a live agent. Their report also showed that consumers will wait on hold for an average of 11 minutes before hanging up. In today’s day of ever-increasing consumer expectations, bucking these trends is a fantastic way to stand out and delight your customers.
Your support team may answer and handle calls quickly, but how do you know if they’re actually being effective, let alone delighting your customers? This is where quality of service metrics can help. There are many ways to track quality, but a few common KPIs you’ll encounter and should consider are:
In addition to these metrics, most effective phone support programs include some aspect of a quality assurance (QA) program. A typical QA program includes someone—a manager, a peer, or a dedicated QA team—reviewing a sample of each support agent’s conversations to assess the quality. Quality is assessed against a “scorecard” that looks for certain behaviors the organization deems critical to a good customer experience, such as “Was there a pleasant greeting?” or “Were there any exceptionally long holds?”.
Maybe you’ve seen the benefits of offering phone support to a segment of your customer base but feel like you don’t have the capacity to do so in-house. If so, outsourcing is a great option. There are a number of benefits to outsourcing your phone support, including:
You can outsource domestically or internationally. The Philippines, however, is a particularly popular location for customer service outsourcing, including phone support outsourcing. Over the last 20 years, due to the wealth of talent in the country, the Philippines has overtaken India as the call center capital of the world.
At Peak Support, our agents in the Philippines have an average of 8 years of experience working for major outsourcers or directly for large U.S. brands. They are college-educated and speak excellent English with minimal accents. Our customer service teams can take on email, phone, chat, and social media support, as well as many different back-office tasks. We can also cover any shift your customers and your business need.
While phone support’s popularity has waned slightly in recent years, it’s still a pillar of customer service and an important channel for servicing your customers. Phone support creates an unrivalled means of connecting personally with your customer base, and its ability to provide real-time help signals how much you care about helping your customers succeed.
A well-implemented phone support program, staffed with experienced and professional agents who know your customers and your product, gives you a platform to boost customer happiness and retention.
Regardless of your industry or your support team’s current structure, you should give phone support—in-house or outsourced—serious consideration as a way to improve and grow your business.