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One thing I’ve seen firsthand and that’s also confirmed by 2018 Zendesk Research is that customer satisfaction for email support lags behind chat by 3% and behind phone by as much as 9%. Why is this the case? Phone and chat are typically both synchronous communication channels where, even if there’s a wait for a call or chat, when you eventually do connect with an agent, you have a live, captive audience. And contact center phone providers have innovated tools like Queue Callback to make the phone wait experience much better.
Email, on the other hand, is asynchronous which means that you’ll wait for however long it takes the company to reply — magnifying the impact of a wrong or incomplete response from support that requires multiple replies. Unless a company is committed to staffing up its email team to respond in minutes instead of hours or days, customer satisfaction will suffer.
Recommendation: Add live channels to your support channel mix. If you either don’t offer live channels or they’re minimized in your operation, It may be time to consider adding phone, chat, and other emerging messaging channels and staffing appropriately. In addition, adopt an omnichannel strategy and equip your agents to move a conversation to a live channel if the situation demands it.
Another catalyst for the move away from email is the cost — and part of the problem is that understanding the cost per contact for email is tricky for a couple of reasons. The first is that many customer service professionals aren’t solely focused on handling email. They might instead be tasked with handling email in between calls and chats. So one can’t easily determine how much time was spent handling email versus other activities, whereas phone and chat have a clear handle time that’s tracked.
Recommendation: Understand and reduce cost per contact. As mentioned, it can be a challenge to understand cost per contact for email but it’s almost certain that there’s money to be saved by moving email volume to chat because of the ability to handle multiple conversations concurrently. But when you look at the amount of back and forth to solve an email, the live support of a phone call likely comes out on top as well.
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