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Customers: Old Dog, New Trick?
To serve customers, go with what you (and they) know.
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The last time you visited this page, I was spouting something about how repetition makes actions easy and natural. Well, either I forgot about that, or I'm doubling up on my inspirations again, because this month is going to hit a similar—though not identical, I promise—topic. It's the flip side of last month's argument: Getting comfy with a new way of doing things is great, but not everybody can or will do so.
While getting a vendor briefing the other day, I saw a bar chart of which channels customers are using most. Two of the highest ranking (and thus most oft-used) methods were trusty ol' email and phone.
The prevalence of these relatively old-school channels was no surprise, nor should it be. Yet some "visionaries" are predicting the end of email, with phone calls to customer service essentially a backup plan. I disagree. Phone and email will be with us for a long time, and those who say otherwise are probably selling a point solution for another channel.
To be clear, this isn't a direct reaction to the briefing. Both the vendor and the analyst firm they quoted are aware that forced abandonment of phone and/or email would be stupid. It's just that I occasionally hear somebody say email is dead, and social grace doesn't permit me to slap sense into them.
Read the entire Marshall Lager article
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