How to choose which customer service channels to invest in

We live in an age defined by personalization and instant gratification. This has made customer service more important than ever. Every interaction with a customer, both before and after the point of sale, not only determines whether they have a positive experience.

It can also influence their reviews and word-of-mouth of a brand, and that really matters. 90% of customers base their brand loyalty on the quality of customer service they receive. If they have a good time, they come back. If they are offended or dissatisfied, they let everyone know.

Of course, customer service isn't what it used to be. It has grown from a bank of phones connecting one human to another, to an assortment of communication channels connecting customers to chatbots, automated responses, and, occasionally, a human.

If you're not sure which customer service channels to invest in, here are some suggestions for meeting consumer expectations in the early 21st century.

We are all used to IVR (Interactive Voice Response) systems. Automated menus and canned responses can help solve some problems. But often, customer service requires a more nuanced approach.

Chatbots use AI and machine learning to interact with customers in a more complex customer service environment. They can predict questions based on the circumstances. They can also adjust recommendations and responses after receiving feedback from a customer.

Ridesharing giant Lyft has caused a stir for its use of AI chatbots in its built-in help option. Third-party developers have even taken it a step further by creating chatbots that allow drivers to connect directly with regular drivers through channels like Messenger. This allows them to create a consistent, high-quality service at customizable rates.

In a world that is rapidly becoming dominated by automated responses and lifeless interactions, it is important to determine where human touch is still needed. Chatbots and pre-recorded messages are just the first step. In many cases, more complex assistance is required.

When this happens, companies should set up customer support channels that provide customers with access to expert assistance.

For example, HVACDirect.com, an online marketplace for HVAC systems, has a chat box that pops up as soon as a visitor lands on its site. Unlike the previously mentioned chatbots, this chatbox connects users to humans. And not only humans - te expert ...