Business development · 9 January 2020

How customers will be reaching your business this year

contact a business

There’s a popular notion among consumers that social media is now the best way to contact businesses, but is this true? According to a recent survey by Moneypenny it isn’t. In fact, phone calls are still the most popular way for customers to contact businesses in the UK, with 56% of businesses saying it’s their most important channel of communication.

But what are the other popular forms of customer-business communication for businesses?

Popular forms of communication

  • email 50%,
  • online form 28%,
  • live chat 24%,
  • SMS text 23%
  • Whatsapp 21%
So what are now the least popular methods for consumers to contact businesses?

The survey shows that customers are no longer interested in using letters and faxes as a way to contact businesses, where only 12% of businesses involved in the survey said their customers prefer using the fax and 16% said they their customers prefer letters.

The survey results have confirmed the importance of phone calls as the medium of communication between customers and businesses, with 57% saying the average value of losing a call to a competitor, from a customer who was ready to buy, was more than 1, 000. Of this 57%, 18% estimated the average value was between 1, 001 and 1, 500, while 17% of businesses estimated the potential loss to be 1, 501-£2000 and 11% believed it was even higher at between 2, 001 and 3, 000.

WhatsApp
Estate agents tend to use WhatsApp to communicate with their customers.
Commenting on the survey findings, Joanna Swash, Global CEO of Moneypenny said: “We commissioned this survey as we wanted to understand the changing landscape of communications between businesses and their customers and to understand the value of these different communication channels. This survey has proved what weve always known: that the phone call is still king, despite the rise in popularity of our new channels such as Whatsapp, live chat and social media.

“And what’s more, calls are becoming more valuable to business as many customers choose to do easy transactions over the website or use live chat for more casual enquiries. When they’re ready to buy they are more likely to pick up the phone to get an answer straight away or schedule an appointment. We found that for a third of the businesses surveyed over half their calls were new business enquiries.”

8 reasons consumers call a business

Below are the top eight reasons for consumers to call a business, (taken from the survey according to customers contacting a business):

1. To schedule an appointment (37%)

2. To obtain info (34%)

3. To get a quick answer to a query (32%)

4. To book a service or buy a product (31%)

5. To get more details than a website could provide (29%)

6. To complain (27%)

7. To pay for a high-value item (26%)

8. To chase an order (23%)

Joanna Swash continued “Phone calls are especially important for businesses that have complex products that need more explanation than a website can provide; sell very high-value products and services which have longer consideration cycles or respond to urgent and one-off requests such as law firms or plumbers.”

What calls ‘mean’ for businesses


 
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ABOUT THE EXPERT

Kate Cox joined Moneypenny as Global Chief Marketing Officer earlier this year after holding the position of Vice President, Chief Marketing Officer at GoDaddy EMEA and HEG (Host Europe Group). She has a wealth of experience in driving exceptional growth for e-commerce and subscription businesses in the B2C, B2C2B and B2B sector, especially companies with high value expectations requiring rapid growth. Moneypenny is the world's leading outsourced communications provider, delivering telephone answering, live chat, switchboard and multichannel customer services. Moneypenny works with businesses of all shapes and sizes, from sole traders right up to multinational corporations. The company was founded by a brother and sister team in 2000 and currently handles over 15 million customer communications a year for 13,000 businesses. Moneypenny is proud to have won the Queen's Award for Enterprise and has been recognised six times in The Sunday Times ?100 Best Companies to Work For.?

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