What channel costs more to service?

Historically, most contact centers began by exclusively servicing clients through the phone channel. As communication technology improved, companies started to expand their service options to include chat and tickets. If all other metrics remained the same, the cost curve from most expensive to least expensive would go from phone to chat to tickets. The main factor driving this cost difference is the customer's expectation of a prompt response.

Phone: Quick Turnaround Time

Have you ever called a place and hung up in frustration because they didn't pick up within a minute? Don't worry, you're not alone! We have become accustomed to having our calls answered quickly. According to a 2019 survey by callcentrehelper, most contact centers aim to pick up 80% of calls within 20 seconds [1]. Achieving a lower turnaround time requires a larger staff to handle the majority of these transactions, although I won't delve into the specific mathematical calculations.

Chat: Quick Turnaround Time but with capacity management levers

The same survey reveals that most companies have adopted similar service levels for chat as they have for phone calls, with the goal of answering 80% of chats within 20 seconds[1]. However, there are two key levers that are more readily available in most chat communication platforms to boost capacity.

Concurrency:

Concurrency allows associates to handle multiple chat windows simultaneously. For example, a company with a concurrency of 2:1 means an associate can answer two chats at once, effectively doubling the workforce. However, there are a few downsides to consider. Average handling time per chat tends to increase with concurrency as associates have to switch contexts, and agents may experience burnout if concurrency is sustained for prolonged periods.

Bots:

Bots have become a trending topic in contact centers with the breakthrough in large language models. Most centers can deploy a bot to interact with clients before connecting them to an associate. The bot's role is to answer queries and deflect chats if possible. When implemented effectively, bots can significantly reduce overall transaction volume. However, if implemented incorrectly, clients may not have their inquiries adequately addressed, leading to frustrations.

Tickets: Longer Turnaround Time

When people send emails or texts, they don't typically expect an immediate response. The same holds true for customer expectations when they email or send a ticket to a company. According to the callcentrehelper survey, the industry standard is to respond to 100% of clients within 24 hours[1]. Intuitively, it requires fewer full-time employees to respond to the same number of tickets if the turnaround time is longer.

Conclusion:

In determining the communication channels to offer customers, it's vital to consider factors beyond cost alone. Balancing customer satisfaction, retention, and sales opportunities is crucial. For instance, imagine the world of auto insurance where customers actively compare multiple companies. In this scenario, the speed of response becomes a critical factor in seizing sales opportunities. If you're curious about optimizing turnaround times and enhancing customer experiences, don't hesitate to ask further questions!

Thank you once again for investing your time in reading this article.

1https://www.callcentrehelper.com/contact-centre-service-level-standards-144586.htm