Re-evaluate how customers want to communicate with you

By Tiens Lange, Director Unified Communications and Collaboration Solutions

According to a recent report from Gartner, by 2020, customers will manage 85% of their business relationships in the digital space without interacting with a human. This isn’t difficult to believe when you think about it.

If you want to find out about a product or business you will more likely go to a website, or a Facebook page than pick up a phone. Forrester Research recently found that 90% of customers check a website before emailing or calling a company and 63% are more likely to return to a website that offers live chat. If you want to buy something you can do it online. Need a cell phone upgrade? You can get it online. Hungry? There’s an app for that.

There really isn’t much need to deal with humans anymore, it’s just easier to go online because that gives customers the power to get what they want at the touch of a button. Which means you need to take advantage of the ways that UCC can help you provide them that power.

In the modern business there are a host of communication tools in use. Desk and cell phones, email, instant messaging, presence information and audio, video and web conferencing to name a few that are used by customers and employees daily. UCC provides a flow between all these devices and solutions that will allow you get the job done faster, more efficiently and the way your customers want, whether that be through engagement with a human or not.

Just ensure that you choose the right partners and products for your business, or you may end up making things more complicated for yourself, or throwing money away. Does Gartner’s finding mean that customers don’t want a human element in their business relationships? I’d say no. But I would say that you need to give them the choice, and let them decide. 

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