In the digital age, it’s easy to overlook the phone. Easy but dangerous considering that calls are increasing by the billions as consumers research and shop on their smartphones.
As digital marketers, we turn to social media, online chat, websites, lead forms, and mobile apps to connect with our audience. But consumers still crave the convenient, personal, real-time nature of the phone call. In fact, 75% of consumers say a phone call is the quickest way to get a response. If you’re still not convinced, check out nine reasons customers still need and want the option to call.
1. They Have a Question
No matter how good your website copy is, people are going to have questions that your website can’t answer. The only way they’re going to get the information they need is a one-on-one conversation. Don’t make people mad by denying them the ability to call.
2. The Mobile Experience Stinks
Sometimes people don’t want to navigate or type information on a small touchscreen. Fat thumbs and a tiny touch screens are mortal enemies.
3. It’s Just Faster
In many cases a phone call is a much faster, more streamlined experience than trying to complete a purchase online. For example, one time my friend insisted on ordering a pizza online. It was 15 minutes of logging into an account, retrieving a forgotten password, navigating crusts and topping options, and finding the coupon that would get us the best deal. Had she listened to me, we would have called and been eating pizza a half hour earlier. That’s just one personal anecdote, but think about all the times when customers would rather call, get live assistance, and move on with their day.
4. They Don’t Trust You
It feels like every other day we’re reading about a data breach at a giant company. So it makes sense that people may be uneasy about sharing personal information online. Giving consumers the option to call not only helps build trust, it gives people an alternative to sharing their information online.
Even if trust isn’t the issue, many people don’t like sharing their information online for fear of being spammed. How many times have you declined to provide your email address because you don’t want deal with the resulting emails? Talking to another human makes life so much simpler.
5. They’re On the Move
Let’s say a customer went to the store and found the Power Ranger sheets were out of stock. Bummer. Instead of searching through other stores’ product pages, they call stores near them to get quick answers.
Over 60% of mobile searchers saying click-to-call is most valuable in the purchase phase of shopping. If you’re not giving these on-the-go shoppers the option you call, you’re driving away customers.
6. They’re Not Tech Savvy
Sometimes we assume everyone lives on their smartphones 24/7 and aren’t interested in personal interaction. But let’s not forget about the generation keeping it real with a landline.
7. They Want to Make an Appointment
What do you do when your home is flooding from a burst pipe? In an emergency plumbing situation, you’re not going to fill out a lengthy online form only to be forced to wait around to be called back. With services like plumbing, cable, or other types of home services, customers will likely do a bit of research online, and then make a phone call to get a quote or make an appointment.
8. They Want Personalized Service
Your website can’t exist as a replacement for good old fashioned customer service. People are going to want personal attention, to ask questions, verify information, and make sure they are making the right decision. Phone calls are a perfect way to address personalized questions and concerns in real-time.
9. They Want to Customize Their Order
One size does not fit all, especially with high-ticket items. In these cases customers want to talk through their options and customize their orders to ensure they’re getting exactly what they need. These purchases take a little more finesse than “add to cart” solutions can provide.
Some things never go out of style, and the phone call is one of them. Digital interactions will never completely replace human conversation. When it comes to engagement, give your customers options, and make it easy for them to call.
Want to learn more about the power of phone calls for your omnichannel marketing? Download your copy of the 2015 Call Intelligence Index today!