We all have seen headlines that read “Phone support is dead?” or “Customer Service Phone Call vs. Email: What is preferred?”. Is phone really dead as a support channel?

There are many ways/channels that you can use to communicate with your customers & support them. Some channels include a person at the other end, but some other channels don’t even need a person to assist you - such as chatbots & other self-serve tools. So how do you decide which channels to use in your support department?

Decline of phone

"The phone is rapidly fading as a preferred method of communication. The younger the age of your customers, the more likely they prefer text, email, chat, or an online portal to communicate and self-serve" – Tom Nusspickel, COO at American First Finance

One of the reasons why phone as a channel of support is fading is the wait time. 75% of customers believe it takes too long to reach a live agent. If you provide live support, it’s critical that the customer will be able to talk to a real person within 5 minutes (or less). In this day & age, having long wait times is simply not acceptable.

Customer experience over channel

54% of customers have higher expectations for customer service today compared to one year ago. This percentage jumps to 66% for customers aged 18 to 34!

There are so many different stats out there that stress the importance of customer experience & depending on the industry, market size, channels they may vary a bit.

But we all can agree one thing - customers have higher expectations for customer service today compared to one year ago, regardless of the channel.

Mobile-first support

It’s time to think about mobile-first support. Mobile is not really about the phone, but mostly about being accessible via your customer’s mobile device. If they contact you from their mobile phone they shouldn’t have to use any other device, such as a laptop, to send you any additional information that’s needed.

In other words, this means the idea of OMNI channel from the customer’s perspective doesn’t switch between phone, mobile & a computer.

The new generation of consumers are more comfortable with using their mobile devices & use chats, emails, texts for everything they do.


Despite not using the phone as heavily, having the option/accessibility to reach out to speak to a real person within mobile is important (make sure that phone wait times are short or provide the callback option!)

The good news is that at Summatti it doesn’t matter which channel you use! We can analyze conversations across all channels (phone, email, text, chat etc.) in real time so you can be there for your customers.

Book a quick demo to learn how.

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