Why are phone numbers important for customer service?

Date: 28/09/2011

There is no doubt that technological advancements and the growing prominence and reach of the internet mean businesses would be making a mistake to ignore the opportunities it provides, both for marketing and facilitating sales.

After all, not only can consumers surf the web on their PC at home, but they can look at webpages on a train or in a cafe using their laptop, download information on to an iPad and even write emails and do their shopping using a smartphone.

Entire brands, such and Amazon and eBay, have been built as internet-only companies and have proved to be phenomenally successful, while social media sites like Facebook and Twitter are coming to the fore and establishing themselves as very viable marketing tools, as well as being places for friends to share photos and comments.

But, despite this, there is no doubt more traditional forms of communication still exist and, if customers have a problem with an order they place with internet-based organisations such as Amazon, they will still find a link to a customer support number on its website.

While it may be easy to make purchases online and browse thousands of goods without leaving the comfort of a living room chair, it is not always as simple when it comes to making a complaint or finding additional information.

Often, consumers will have to follow a series of links and then type in their query before being directed to an approximate answer that may or may not be what they are looking for. If this does not help, many websites offer a service whereby individuals can email their question to the company, which will then reply within a specified timeframe.

However, depending on the size of the enterprise this may be anything up to three days and in could simply not be quick enough for those who want a prompt, comprehensive response.

This is where non-geographic phone numbers come in. They allow shoppers to contact a company with ease and receive an instant response to their query. In many cases, the employee or call centre operative on the other end of the line will be able to answer the question quickly and solve any problems the caller has. If this happens, they are likely to come away with a feeling of satisfaction, thus viewing the business as an attractive place with which to place an order and one that cares about its customers.

If the individual taking the call cannot resolve the matter instantly, they can at least reassure the consumer that their enquiry has been received and do their utmost to pass it on to the relevant person or department. This could make people feel as though they are at least being listened to and that some action is being taken to help them - a feeling they are unlikely to get if have simply emailed an unknown respondent at a large corporation.

There are several reasons why non-geographic telephone numbers could be the perfect choice for enterprises that agree this is the right approach to customer services. Because they are memorable, consumers will have no trouble recalling them and can get in touch as quickly as possible.

Furthermore, because the prefixes promote a national presence, individuals will feel as though they are being taken care of no matter whereabouts in the UK they live. Because the enterprise looks to have a country-wide reach, people located in the north-east can feel as close to a firm as those in London.

If businesses choose to purchase 0800 or 0808 numbers, consumers will also be able to contact them free of charge, which could be another way of ensuring people feel as though they are being taken care of and that the enterprise is committed to customer service.

So, even though the internet may be developing and becoming an increasingly important method of communication, telephone numbers are still an essential part of business.