SQM is proud to share some of our Customer Contact Channel Usage and Experience Research with you. The research data reveals 20% of customers who used a call center did so because a self-service contact channel failed.
The call center channel is still highly used for handling low- to high-complexity inquiries and problems. In fact, SQM research shows that the call center channel has the highest contact volume of all contact channels for resolving an inquiry or problem. Interestingly, the call center channel makes up 40% of total contact channel volume.
SQM’s groundbreaking research shows how customers navigate through an organization’s contact channels when resolving an inquiry or problem. The below diagram shows contact channel volume distribution, and the second channel customers use when they need to contact the organization again to resolve the same inquiry or problem.