UK mobile phone users still prefer the contact centre

New research has revealed that 40% of consumers choose to solve their mobile phone queries by calling a customer service agent.

Over 60% of those who used webchat to solve a query describe it as quicker than a phone call or email.

A total of 42% of those that have used social media to solve a query describe it as useful when solving queries – with only 11% describing it as unhelpful.

It appears that digital channels have yet to become widely accepted routes to solving mobile phone issues, as only:

• 5% of consumers use webchat
• 5% of consumers use online FAQs
• 4% of consumers use online forums
• 2% of consumers use social media

Despite the slow take-up of digital channels, however, the survey showed that when customers use these digital channels they did find the experience highly satisfactory.

The Firstsource Solutions survey, which interviewed over 2,000 British adults, has also shown that 11% of consumers prefer to visit their network provider’s high-street store to problem solve.

“There is no doubt that human interaction is vital to create a real connection with consumers,” said Iain Regan, Executive Vice President of Sales and Client Services at Firstsource. “This survey shows that, despite the availability of alternative channels, the contact centre with real people on the phone remains one of the key means of providing customer service.”