Non-voice customer service is a cornerstone of modern call centers, enabling businesses to connect with customers through live chat, email, and social media. As customer preferences grow more diverse, balancing non-voice and voice channels has never been more critical. The right approach can help you meet response-time expectations, improve customer satisfaction, and boost loyalty.
This article will guide you through tailoring Service Level Agreements (SLAs) and aligning agent profiles to deliver exceptional service across both voice and non-voice channels. Whether you’re managing a team of agents or refining your call center strategy, you’re in the right place to learn actionable steps that drive results.
By the end of this article, you’ll have a clear roadmap to create an efficient, omnichannel support system that exceeds customer expectations.
DEFINING VOICE AND NON-VOICE CUSTOMER SERVICE IN THE CALL CENTER
Customer service isn’t one-size-fits-all. A recent survey found that 41% of customers prefer live chat, while only 32% favor phone calls. Consumers also tend to use SMS for billing inquiries (68%). This proves that customers are diverse, and so are their preferred support channels.
Voice customer service refers to real-time interactions with customers over the phone. This typically includes voice calls, but IVR systems, video calls, and voice assistants are also included.
Meanwhile, non-voice customer service includes all digital interactions, including live chat, email, social media platforms, and messaging apps. It’s about connecting with customers in their preferred digital spaces.
The rise of omnichannel customer experience has reshaped how call centers interact with clients. McKinsey research shows a strong desire for seamless channel switching: 86% of customers want to move between channels without repeating themselves.
Customers also typically juggle 3 to 5 different channels to resolve issues. That means call centers need to integrate various communication methods seamlessly if they want to keep. The payoff can be immense: companies embracing omnichannel strategies have customer retention rates 91% higher than those sticking to traditional methods.
THE IMPORTANCE OF TAILORED SLAS FOR VOICE AND NON-VOICE CHANNELS
Tailoring SLAs to customer expectations improves satisfaction. For instance, an Epsilon study found that 80% of customers receiving personalized service are likelier to make repeat purchases.
In addition, by explicitly defining specific response times for different channels, customers know what to expect (e.g., 80% of voice calls are answered within 30 seconds, while 90% of emails are responded to within 24 hours), which builds trust.
Here’s what tailored SLAs can look like for voice and non-voice customer service channels.
Voice SLAs
Voice interactions especially demand a unique set of SLAs. While speed is essential, maintaining that human connection is equally crucial. Tailored voice SLAs ensure customers don’t feel rushed or like they’re just another number.
Key metrics for voice SLAs include:
- First-call Resolution Rate (FCR): Try to resolve most issues on the first call. This will save time for both the customer and the agent and position your team as a reliable source of help.
- The gold standard for call centers is a high FCR (70–75% or higher), reducing repeat calls and building trust. It shows customers that your team can solve their issues the first time.
- Customer Satisfaction (CSAT): Regularly gather feedback to understand customer sentiment and find areas for improvement. You can do this by sending the customer a quick survey at the end of the call.
- Aim for a CSAT score of 85% or higher, gathered via post-call surveys. Use these scores to assess individual agent performance and the overall quality of the voice channel.
- Agent Handling Time (AHT): Keep a close eye on the call duration to ensure you’re offering efficiency without sacrificing quality.
- Keep AHT between 5–6 minutes on average, though this depends on the complexity of your industry. Focus on balancing efficiency and thoroughness without making customers feel rushed.
- Average Speed to Answer (ASA): A shorter wait time keeps customers happy and reduces frustration.
- A benchmark of 20–30 seconds is considered excellent for voice calls. Long ASAs frustrate customers and can lead to higher abandonment rates.
- Call Abandonment Rate: High abandonment rates can mean something is lacking in your service. Are wait times too long? Is the call volume too overwhelming?
- A call abandonment rate below 5% is a good target for most industries. Rates above 10% typically indicate customers waiting too long, prompting them to hang up. Common causes include understaffing during peak times or misaligned call routing.
Non-Voice SLAs
Non-voice channels encompass various digital interactions, each with unique SLA requirements. While speed remains important, expectations differ between instant messaging and asynchronous channels like email and social media. Tailored SLAs ensure customers receive efficient and precise service, regardless of the channel.
Instant Messaging SLAs (Live Chat, WhatsApp, SMS)
Instant messaging channels are all about real-time or near-real-time engagement. Customers expect fast responses to keep the conversation flowing.
- Response Time: Aim for 30–60 seconds for live chat and WhatsApp messages. Customers expect quick acknowledgments to maintain the immediacy of these channels’ promises.
- Resolution Time: While initial responses should be instant, strive to resolve inquiries within a single session whenever possible. For WhatsApp or SMS, aim for resolution within 15–20 minutes if the issue requires additional follow-up.
- Customer Satisfaction (CSAT): Set a target of 85% or higher, as instant messaging demands clear communication and swift resolutions, directly impacting customer sentiment.
- Simultaneous Chats: For live chat agents, ensure they handle no more than 2–3 conversations simultaneously to maintain quality.
Asynchronous Channels SLAs (Email, Social Media)
These channels allow for more time flexibility but require prompt responses to meet customer expectations.
- Email Response Time: Respond to 80% of emails within 24 hours, with a stretch goal of addressing urgent issues within 4–6 hours. Industries requiring immediate action, such as e-commerce or travel, should consider a faster SLA.
- Social Media Response Time: Respond to direct messages or mentions within 15–30 minutes during working hours. Acknowledge public queries on platforms like Twitter or Facebook within 30–60 minutes to demonstrate attentiveness.
- Resolution Time: Emails and social media inquiries should aim for a 24–48 hour resolution window, depending on complexity. Customers value thorough answers, so balance speed with quality.
- Customer Satisfaction (CSAT): To identify strengths and improvement areas, measure satisfaction for email and social media interactions separately. Target 80–85% CSAT as a benchmark.
GENERATIONAL PREFERENCES AND THEIR IMPACT ON CHANNEL USAGE
Generational differences play a significant role in how customers interact with brands. Understanding these preferences is key to adapting your SLAs to each customer profile.
Gen Z & Millennials
A recent study revealed a clear trend – Gen Z (ages 16-24) overwhelmingly prefers digital interactions (34%) over traditional phone calls. They’re the WhatsApp and Instagram generation, expecting brands to be present and responsive on their preferred platforms. That means businesses must prioritize these digital-first customers.
Millennials (ages 25-40) also lean towards digital solutions, with a surprising twist. Gartner says 52% prefer to turn to third-party channels like YouTube tutorials or Google searches before contacting customer service directly.
Gen Z’s self-service habits are another key takeaway. 85% of them use AI chatbots, and 78% prefer automated agents for resolving issues. This demographic prioritizes quick, efficient solutions and dislikes waiting for human interaction. They value their time and expect problems to be solved fast.
With these generations, negative experiences travel lightning-fast online. 90% of Gen Z will take action after a bad customer service encounter, including ditching the brand or blasting them on social media.
Millennials are no different, with 62% preferring to tackle problems independently. They’re comfortable navigating online forms, live chat windows, and social media for assistance. They also expect immediate resolutions and are quick to share their experiences on the internet, both good and bad.
Gen X and Baby Boomers
Baby Boomers (born 1946-1964) are the phone faithful. When seeking assistance, 55% opt for the familiar comfort of a phone call. They want to hear a human voice and feel confident that the person on the other end understands their concerns.
Gen X (born 1965-1980) shares this preference for voice communication. Nearly half (46%) choose phone support, followed by email (40%) and live chat options. Both generations want personalized service and often feel more comfortable discussing issues directly with a human agent rather than with automated systems.
However, this need for connection also manifests as their frustration with long wait times.
AGENT PROFILES: MATCHING SKILLS TO VOICE AND NON-VOICE CHANNELS
Every agent on your customer support team has unique strengths. Expecting them to be experts in every channel is unfair (and inefficient!).
The key is identifying those strengths and strategically matching agents to the proper channels – voice or non-voice. This creates a win-win-win situation: happier agents, more efficient operations, and ultimately, happier customers!
Voice Agents
Voice agents have unique skills, but strong verbal communication ranks #1. They must clearly articulate solutions, understand complex issues, and build rapport with customers over the phone.
Empathy is crucial in tricky conversations because customers want genuine care. Active listening ensures that they genuinely understand customer concerns and address them effectively. Lastly, adaptability is key—they must quickly adjust to changing situations and handle unexpected requests.
Training for Voice agents should focus on:
- De-escalating tense situations and maintaining a calm, professional demeanor.
- Navigating difficult conversations, resolving conflicts, and diffusing anger effectively.
- Refining their communication style to be both professional and empathetic so that they convey the right message through their voice.
Non-Voice Agents
Non-voice agents thrive on digital channels. They’re skilled communicators, but their strengths lie in the written word. Their goal is clear, concise writing, and they must articulate complex information clearly and easily.
Multitasking is also essential, as they simultaneously manage multiple chats, emails, and social media interactions. Of course, a firm grasp of digital tools and platforms is a must.
Training for non-voice agents should focus on the following:
- Mastering the appropriate tone for each platform (friendly and informal on social media, professional and concise in emails).
- Making sure all written communication is error-free and professional.
- Effectively prioritizing incoming requests across different channels and addressing urgent issues first.
THE ROLE OF CROSS-TRAINING AND WORKFORCE FLEXIBILITY
Cross-training and workforce flexibility are invaluable assets in today’s dynamic customer service landscape. The result is a win-win-win situation, and we’ll tell you how.
Firstly, cross-training allows agents to handle multiple roles so your organizations can respond swiftly to unexpected spikes in any channel. For example, a Regional Medical Call Center reduced its cross-training time from 1–3 weeks to 30 minutes. This rapid adaptation allowed them to deploy agents to help in different regions during peak demand periods.
On the other hand, it also helps your employees. Cross-training contributes to higher job satisfaction, especially among younger generations like Millennials and Gen Z, who value growth opportunities. Companies that offer cross-training often have lower turnover rates because employees feel more engaged and invested in their roles.
Finally, cross-training benefits customers directly. Cross-trained agents have a broader skillset, often leading to more effective issue resolution on the first contact. A spike in FCR rates – from 60% to 80% – can strongly indicate successful training programs.
Conclusion
Effectively managing voice and non-voice customer service requires a multi-faceted approach. Tailored SLAs, agent specialization, and a focus on cross-training can help you deliver top-notch customer experiences across all channels.
The good news is that you don’t have to make that effort with NAOS Solutions. Our outsourced call center services will tailor your SLAs and agent profiles to guarantee a better CX on your behalf!
