An Intro to Customer Support Channels

Getting In Touch

Customers need a way to contact your company, plain and simple. If they can’t find a way—whether because it’s not easily identifiable or your business is closed—then these are major contributors to customer dissatisfaction.

I’ve personally experienced this many times, and it has done nothing but erode my trust in those companies.

If your company is struggling with this, please keep reading to learn how to fix it!

Popular Channel Options

The method of communication between CX teams and customers is often referred to as a “channel.” Here are several customer support channels to consider:

Email

• Likely the best asynchronous channel. Customers can email you anytime, and you can respond accordingly (within your SLAs, of course).
• It allows easy sharing of pictures, videos, GIFs, detailed explanations, PDFs, and more.
• Tone can be tricky in emails, but it provides a clear record of the communication for all parties to reference.

Phone

• Ideal for those who prefer picking up the phone rather than sending a text or email.
• Great for quick questions and issues, and it’s easier to build a personal connection.
• Can be frustrating if there are long queues and poor hold music.
• Not suitable for some disabilities (for example, I’m hard of hearing and avoid phone calls whenever possible).

Chat

• Perfect for customers who are at their computer or on their phone and want a more instantaneous written conversation—faster than email but slower than a phone call.
• Allows for ample back-and-forth to ask clarifying questions.
• Cost-effective, as agents can handle multiple chats at once. However, there’s a sweet spot—too many chats at once can negatively affect customer satisfaction and retention rates.

SMS & Text

• Allows agents to handle multiple chats at once, and it’s great for customers who can be away from their computer and still respond when they can.
• Can confuse customers if multiple agents join in on long conversations and force them to repeat themselves.
• Platforms like WhatsApp and WeChat are similar and may be even more popular depending on the geography of your business.

Social Media

• Social media is where your customers are likely spending their time. Offering support on platforms like Facebook, TikTok, Instagram, and X (formerly Twitter) makes sense if this is where they already interact.
• Authentication can be trickier, depending on your business model.

Self-Service & Knowledge Bases

• If your support team answers a lot of common questions, it may be time to invest in a knowledge base or self-service options. This can solve frequent, simple issues and free up agents for more complex matters.

AI Chatbots

• Similar to the self-service option, well-trained AI chatbots can resolve frequent issues and perform preliminary context gathering or troubleshooting steps.
• Be sure to continuously monitor and improve your AI bots, as they can sometimes cause more frustration than relief.

Community Forums

• If your product encourages a lot of discussion or Q&A, setting up a community forum can allow users to help each other.
• This requires some input and moderation from your team, but it can build brand loyalty and increase satisfaction.

Video Calls

• Video calls, whether regular or as needed, are an excellent way to build stronger relationships with clients, especially for businesses and projects with ongoing touchpoints.

Other Considerations for Support Channels

Typically, the more channels you offer, the better off you are. That way, if one channel goes down, your customers have alternative ways to contact you. However, this doesn’t apply to every business model.

For example, at Fishtank Consulting, we use a support email and have regular and impromptu video calls with clients. We also have shared Slack and MS Teams channels for urgent issues. Due to the nature of our work, these channels work better than a chat or SMS option for both us and our clients.

That said, always ask: if one channel goes down, what’s the backup plan? For example, if WeChat (popular in Asia) stopped working, could users reach you another way? And even if they can, would they?

Also, keep accessibility in mind. Personally, I avoid phone calls due to being hard of hearing. If a company only offers phone support—or reserves certain teams for phone-only support—there’s a higher chance I’ll take my business elsewhere because they’re not accessible (and, in some cases, they’re being discriminatory).

On that note, consider offering different support options for different teams. It’s fine if different teams use different methods, but make this clear both internally and externally so customers know what to expect. This is especially important for escalations and for communicating your business hours! If your customers are active at 9:10 pm, don’t close at 9:00 pm—either stay open later or offer after-hours support, like email.

What to Do Next?

Next, you need to choose one or more support channels. Which one(s) you choose depends on your business model. Each channel has its benefits, but remember that your goal is to serve your customers. Choose what works best for both them and your team.