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Get free accessMultiple studies, articles, and experts highlight the importance of delivering excellent customer service. But they rarely discuss the concrete steps to achieving it. Choosing the most effective customer service channels is a good way to start.
One challenge? Customer expectations are higher than ever before:
86% of buyers are willing to pay more for a great customer experience.
64% of customers will spend more if a business resolves their issues where they already are.
Over four out of five customers will leave a brand they’re loyal to after just one bad customer experience.
Customer service channels are the bridges that connect you to the customer and vice versa. But, with so many customer support channels at your disposal, choosing the right one can be complicated. Here's everything you need to know to select the best multichannel mix for your customers’ needs, including:
The top customer support channels available today
Methods for choosing the most effective customer service channel for your business
The importance of regularly evaluating your different communication channels to keep customer service efficient and high-quality
TL;DR
Choosing the right customer service channels is crucial for meeting high customer expectations and fostering loyalty.
The top channels include phone, email, live chat, chatbots, SMS, self-service, social media, video chat, and forums.
Each channel has distinct pros and cons, making them suitable for different types of customer interactions and queries.
To choose the right channels, you need to evaluate your team's capabilities, understand your customers' preferences, and follow industry best practices.
Regularly evaluating channel performance, monitoring service quality, and analyzing customer feedback are key to maintaining a successful customer service strategy.
Aircall's cloud-based phone system helps businesses track performance, train agents, and deliver consistent, high-quality service across all channels.
Top customer service channels
Choosing the right customer service channels is essential for delivering more personalized customer service, driving loyalty, and boosting satisfaction. The right mix depends on several factors, including the types of customer queries you receive, your customers' preferences, and your team's capacity. Not long ago, customer support was limited to face-to-face, phone, and eventually, email. Now, there are dozens of options, and customers expect an omnichannel experience where they can reach you on the platform most convenient for them.
Here's a breakdown of the top nine customer support channels to help you narrow down your choices:
Phone
Email
Live chat
Chatbots
Text messaging/SMS
Self-service
Social media
Video chat
Customer reviews/Forums
1. Phone
Although it may seem old-fashioned, the phone is still a top choice for customers. It is the best channel for resolving issues quickly, with 85% of customers ranking it as the best channel overall.
Why? Next to face-to-face and video calls, phone conversations are information-rich. Customers get detailed, immediate answers and can have a more natural conversation. This is especially useful for less tech-savvy customers who might struggle with digital channels. A great customer phone experience can significantly reduce churn.
Pros | Cons |
Provides immediate, real-time support | Can be more resource-intensive and expensive |
Enables personalized, empathetic interactions | Can lead to long wait times during peak hours |
Best for complex and urgent issues | Requires dedicated and well-trained staff |
Builds stronger customer relationships | Difficult to track and analyze without proper tools |
2. Email
Email is another customer service channel that’s here to stay. While it doesn't offer instant replies, it has universal reach, with over half the world's population having an active email account.
With email, customers can easily refer back to previous messages, send documents, and avoid waiting in a queue. It’s also an excellent channel for formal news and updates, like planned system maintenance or shipping delays, allowing for proactive and personalized communication.
Pros | Cons |
Provides a written record of communication | Response times can be slow |
Available 24/7 for customers to send inquiries | Can feel impersonal compared to other channels |
Great for non-urgent, detailed issues | High volume can overwhelm support teams |
Customers can attach files and screenshots | Less effective for urgent or complex problems |
3. Live chat
Whether it’s a plugin on your website or a feature in your support portal, live chat offers convenience. Customers can talk to reps anytime, even while making a purchase. They can also send images and documents, allowing agents to guide them through solutions more efficiently.
Pros | Cons |
Offers real-time support and quick answers | May not be suitable for highly complex issues |
Agents can handle multiple conversations at once | Can be disruptive to the customer's browsing |
Convenient for customers already on your website | Requires immediate agent availability |
Allows for easy sharing of links and files | Quality can suffer if agents handle too many chats |
4. Chatbots
Chatbots are AI-powered tools that can handle basic customer inquiries 24/7. They are often the first point of contact on a website, answering frequently asked questions and gathering initial information before escalating a query to a human agent.
This channel is excellent for providing instant responses to simple questions, such as order status or store hours. By automating these routine tasks, chatbots free up human agents to focus on more complex and high-value customer interactions.
Pros | Cons |
Provides 24/7 instant support | Lacks human empathy and understanding |
Reduces operational costs | Limited to pre-programmed responses and simple queries |
Frees up human agents for complex issues | Can frustrate customers if they can't solve an issue |
Gathers customer information for agents | Poor implementation can damage customer experience |
5. Text messaging/SMS
With many customers preferring text messaging over other forms of communication, SMS is a valuable alternative customer service channel. It offers the same convenience as live chat, allowing customers to contact support anytime and expect a quick response.
A key advantage is that it doesn’t require an internet connection, making your business more accessible to customers in remote locations. It's also a great option for customers who are uncomfortable with calls or aren't as tech-savvy. The SMS benefits for businesses are clear: increased accessibility and convenience for a wider audience.
Pros | Cons |
High open rates and quick response times | Limited to short, text-based messages |
Convenient and accessible without internet | Can be perceived as intrusive if not managed well |
Allows for proactive notifications and alerts | Not ideal for complex or multi-step troubleshooting |
Provides a personal and direct line of communication | May have carrier fees and regional restrictions |
6. Self-service
When your laptop freezes, is your first instinct to call support or to search online for a solution? Around 67% of customers prefer self-service because it’s an efficient way to resolve issues. It eliminates waiting on hold and gives customers the satisfaction of solving a problem on their own.
Popular self-service tools include knowledge bases, FAQ sections, blogs, and automated tech support. However, self-service should not replace direct communication with agents, as complex and situation-specific questions will always require a knowledgeable human touch.
Pros | Cons |
Empowers customers to find their own solutions | Not suitable for complex or unique problems |
Available 24/7 and reduces support ticket volume | Can be frustrating if information is hard to find or outdated |
Cost-effective and scalable | Lacks the personal touch of human interaction |
Reduces wait times for common questions | Requires ongoing maintenance to keep content relevant |
7. Social media
With the rise of social media as a B2C channel, customers expect to be able to reach your support teams through your accounts. Studies show you can see a 15% increase in your churn rate if you don’t respond to customer inquiries on social media.
Like chat, social media offers accessibility and convenience. It allows for 24/7 support and lets customers share images or documents regarding their concerns. With 54% of customers using social media to research products, support is just a click away when they’re already browsing your page.
Pros | Cons |
Publicly demonstrates commitment to customer service | Negative interactions are visible to everyone |
Highly accessible and convenient for many customers | Requires constant monitoring and quick responses |
Allows for direct engagement and brand building | Can be difficult to manage inquiry volume |
Great for quick questions and sharing updates | Not secure for sharing sensitive customer information |
8. Video chat
Video chat has become an increasingly relevant customer service channel, offering the information-rich experience of face-to-face communication from anywhere in the world.
It’s particularly valuable for complex problems that are difficult to convey through written communication. For instance, if a customer is struggling to assemble a product, an agent can quickly demonstrate the steps. Modern video chat platforms also allow screen sharing, so reps can walk customers through online processes in real-time.
Pros | Cons |
Highly personal and builds strong rapport | Requires a stable internet connection for both parties |
Excellent for visual demonstrations and troubleshooting | Can be intrusive or uncomfortable for some customers |
Can resolve complex issues more quickly | More resource-intensive than other channels |
Enables screen sharing for guided support | Scheduling can be challenging across time zones |
9. Customer reviews/Forums
While you might not consider them traditional customer service channels, customers now expect businesses to respond to their forum discussions and product reviews. These platforms are where customers air their feedback and frustrations. By responding, you make them feel heard and show that you're committed to improving your product.
Furthermore, customer forums can serve as a knowledge base. When you provide a solution in a public discussion, it becomes a resource for other customers facing the same problem. This makes support convenient and accessible 24/7, potentially reducing the volume of calls your agents handle.
Pros | Cons |
Builds community and peer-to-peer support | Can harbor misinformation if not moderated |
Provides valuable, unfiltered customer feedback | Negative feedback is public |
Creates a user-generated knowledge base | Requires active monitoring and participation |
Shows you are engaged and value customer opinions | Slower response times compared to direct channels |
How to evaluate customer service channels
Not all customer service channels are created equal, and what works today may not be effective tomorrow. Continuous assessment allows you to identify changes in consumer demands and behaviors, and informs you of your capacity to adapt. It gives you in-depth insight into which customer support channels need improvement. As a result, your team becomes proactive instead of reactive, always prepared to offer the best possible experience.
Here are some ways you can evaluate your customer service channels.
1. Review the current state of your customer service channels
When evaluating team performance across your different communication channels, start by asking yourself:
Is each customer service channel fulfilling its original objectives?
What metrics are you using to gauge its customer reach and effectiveness?
Have your customers expressed any opinions about your current channels (e.g., too slow, poor UX)?
Can you connect individual channels to other customer support channels?
One way to understand the current state of your customer support channels is by conducting customer surveys. This way, customers can tell you directly if a channel is still effective. Another method is to monitor the ticket volume of every channel over long periods. A steady drop might be a sign that the channel is losing its usability and popularity.
2. Monitor the quality of service your agents deliver
Agent performance is a direct reflection of a channel's effectiveness. If agents struggle, the channel might be a poor fit for the types of issues they handle. Ask yourself:
How quickly does each agent resolve an issue?
Are there times when reps aren’t able to answer a call or reply quickly?
How often do customers call back with the same issue?
How do your agents handle irate customers?
One of the best ways to monitor service quality is by leveraging technology. With a cloud-based phone system like Aircall, expert agents can listen in on new trainees' calls. They can offer advice after the call or even during it using features like call whispering. Aircall also allows you to analyze customer interactions across various platforms, giving you a more holistic view of the service you provide.
Track agent performance, improve training, and deliver consistent service quality across all channels with Aircall’s cloud-based phone system. Start your free trial today.
3. Analyze customer feedback
Gathering customer feedback is crucial, but you also need to evaluate it. Ask questions like:
What are the most common issues that customers bring up?
What do you do after they report the issue?
By understanding and acting on the issues your customers point out, you can effectively decrease the number of complaints and tickets you receive. You also provide better experiences because you make customers feel heard and valued.
How to decide which customer service channels to use
Modern consumers expect an omnichannel customer service experience. However, being present on all channels could detract from the quality of your support overall. Studies show that 66% of customers only use about three customer service channels. Therefore, an omnichannel strategy should focus on being accessible on the channels your customers use most frequently.
Here’s a decision framework for choosing the most effective customer service channels for your company:
Know your team’s capabilities
Understand your customer’s needs and preferences
Implement industry best practices
1. Know your team’s capabilities
When it comes to customer service, it’s about quality, not quantity. If you can’t deliver excellent service on one channel, customers will look at your company unfavorably. Before opening multiple channels, it’s essential to audit your team’s capabilities:
What are your employees’ previous experiences?
How well do they perform in each customer support channel?
What’s your current team capacity? Are they already busy handling just one channel?
Do you have tools in place for cross-channel monitoring?
Knowing the answers will help you determine if your team is ready to handle several channels. You’ll also know if you need to train your team, hire more people, or acquire tools to manage multiple platforms.
2. Understand your customer’s needs and preferences
The main objective of a customer service channel is to communicate with customers. To determine their needs, you first need to understand their persona—their location, demographics, tech-savviness, and more.
After you know who your customer is, you have to understand the factors that come into play when they think of contacting you:
How convenient are the channels for your customers?
How do they reach you with an urgent matter?
What’s the best channel for a complex issue?
If you understand these factors, you can tailor your communication channels to address specific customer issues, providing a better experience across each platform.
3. Implement industry best practices
The world of customer service is never stagnant, so you should always be prepared for change. To find out whether your business is ready to adapt, start by answering these questions:
What are the industry standards? Have I been meeting them?
Are there better channels or better ways to manage my channels?
What are today’s customer support trends and preferences?
Research is key to enhancing your customer support channels. Another method is studying the experiences of top companies and learning from your competitors to understand what works in your industry. By knowing the latest technological advancements and best practices, you can adapt to changes quickly and continuously provide quality service.
Providing effective, efficient, and successful customer service channels
The first step to excellent customer service is choosing the most effective channels to prioritize. Get this right, and you'll not only convert leads but also form strong customer relationships that last for years. However, determining the most effective channel mix isn't always straightforward. Your best bet? Start with the channel most used by customers—phone calls.
At Aircall, we offer an advanced and holistic calling software. Our CRM integration lets you consolidate customer data across all platforms, allowing you to provide quality, personalized customer service experiences across all your communication methods.
We also help you monitor key performance indexes for your team and individual channel metrics. This way, you can be confident that you’re using effective, efficient, and successful customer service channels every day.
Ready to take your customer service to the next level? Track performance, coach your team, and personalize every interaction with Aircall. Try Aircall today.
Frequently asked questions
What is a customer channel?
A customer channel, or customer service channel, is any medium a business uses to communicate with its customers. This includes direct interactions like phone calls and emails, as well as indirect methods like social media, self-service knowledge bases, and customer review forums.
What are the main customer service channels?
The main customer service channels include traditional methods like phone and email, and digital options like live chat, chatbots, and social media. Other important channels are self-service portals (like FAQs and knowledge bases), SMS/text messaging, video chat, and community forums.
What is the most effective customer service channel?
The phone is often considered the most effective channel for resolving complex or urgent issues because it allows for real-time, personal interaction. However, the "best" channel depends on the customer's preference and the nature of their query. Many customers prefer email for documentation or self-service for quick answers.
How do I choose the best customer service channel for my business?
To choose the best channels, you should understand your customers' preferences and demographics, assess your support team's capabilities and capacity, and research industry best practices. Prioritize the channels your target audience uses most and ensure you can provide high-quality support on them.
Published on June 9, 2021.
