The growth of digitization in marketing and consumer transactions has drastically changed the way business is conducted. However, while customers now have the chance to connect with brands via email, chat, and lead forms, inbound phone calls remain an exceptionally powerful and important form of connection between brands and customers. With greater digitization, the world actually finds itself more isolated and in need of a voice on the other end to answer questions that digital solutions simply cannot. Here are four reasons why customers still make phone calls in 2019.
There is an endless supply of data showing the dominance of mobile in everything from customer searches to interactions with brands. The most common means of connection for consumers on mobile devices is a phone call. There are two main reasons for this. First and foremost, the click-to-call button makes it that much easier for customers to go from web search to contact with far fewer clicks. Additionally, customers on mobile screens don't want to fuss with typing out emails or scrolling down to fill in lead forms.
Chatbots, virtual help desks, and online support forums are out there for customers to use, but not all consumers feel comfortable with the answers they get or simply don't know how to use these digital tools. Those individuals want to call your business and get answers directly from a person. Still other consumers find their purchase too important to leave to digital systems.
With all the time and money allocated to building a reliable digital presence, there are still going to be times when customers want something very specific. FAQ pages, chatbots, and online forums simply cannot account for every possible query that consumers will make in a given day. For those customers in search of a unique solution to their problem or in need of something very specific, the phone is the best way to get in touch and get a reliable answer quickly from your brand. In this case, there is simply nothing else that can compete with inbound phone calls.
Finally, the ability for consumers to actually call your business and speak to a real person furthers the image of your brand as a whole. When a customer calls your business and receives exceptional assistance from a qualified, knowledgeable associate, it establishes a positive image of your brand. This isn't just speculation or opinion either. Some 47% of customers will skip over a brand when searching online if they can't find a phone number to call to reach a live person.
Inbound phone calls aren't just important for your customers. They are also vital to your business. Even with various other means of contacting a business, consumers continue to call companies and engage in increasingly lengthy conversations to complete transactions or get answers to questions. Between January 2016 and January 2017, the average length of calls to businesses rose 113% from 119 seconds to 252 seconds. The longer consumers are on the phone with your brand, the more opportunities you have to boost your brand image. More importantly, the longer you have them on the phone, the more chances you have to complete a conversion.