Opportunity Doesn’t Always Knock: Why the Telephone is Still the Best Connection to Your Customer and Prospect

We’re surrounded by amazing technology, especially in the automotive industry where self-driving cars, EVs and emerging AI innovations take greater control of the driving experience.  It’s also leading to a new generation of drivers who aren’t loyal to any one brand and aren’t passionate about the driving experience.

To the Gen Z’ers, cars aren’t “a thing” anymore.  It probably explains why this younger generation isn’t particularly interested in a relationship with their car dealership – we sell the cars and they just drive away. The one device that seems to break through the noise and impersonal world is the telephone – the unifying technology that spans all generations.

For most of us, our phones live on our person in the form of a mobile phone.  It seems like everywhere you go, the sounds of people on the phone or phones ringing create a backdrop that blends into the canvas – we probably don’t even hear it.  But what if that ringing phone was your next vehicle sale or a service customer who was interested in scheduling a repair appointment?  We don’t seem to hear them either.

Let me give you some numbers.  The average dealership misses at least 8 service opportunity calls per day – which can easily add up to $48,000 or more in lost service revenue each month. And, if an enhanced customer experience is on your list of objectives, after-hours and overflow coverage is a must.

• 54% of car shoppers say they spent more with a dealer based on positive cus­tomer service (Limelight)
• 61% of consumers prefer live phone calls over email and 57% over live chat (eConsultancy)
• 67% of consumers have hung up out of frustra­tion of not be­ing able to talk to a real person (HelpScout)
• 80% of callers sent to voicemail do not leave messages because they don’t think they’ll even be heard (Forbes Magazine)
• 90% said they stopped doing business with a company after a poor customer service experience (RightNow Customer Experience

Despite the rapidly evolving digital landscape, business telephony remains a critical component of effective customer service. Despite the proliferation of communication channels such as email, live chat, and social media, many consumers still prefer the immediacy and personal touch of voice interactions.

However, there is a noticeable reluctance among consumers to leave voicemail messages or engage with AI-powered voice bots. Understanding the reasons behind these preferences and the benefits of maintaining live agents is essential for businesses aiming to enhance customer satisfaction and loyalty.

Decline in Voicemail Usage

The traditional voicemail system has seen a decline in usage over the years. Several factors contribute to consumers’ hesitation to leave voicemail messages:

• Perception of Delayed Response: Consumers often associate voicemail with delayed responses, leading them to seek more immediate communication channels.
• Inconvenience: Leaving a voicemail requires more effort than sending a text or initiating a live chat, making it less appealing to consumers seeking quick resolutions.
• Uncertainty: There’s often uncertainty about whether the voicemail has been received or when it will be addressed, leading to frustration.

Hesitancy to Engage with AI Bots

While AI-powered customer service solutions have advanced significantly, many consumers remain hesitant to interact with them:

• Lack of Human Touch: Many consumers feel that AI bots lack empathy and the nuanced understanding that human agents provide.
• Complex Issue Resolution: Consumers doubt AI bots’ ability to handle complex or unique issues, preferring human agents for such matters.
• Trust Issues: Some consumers are skeptical about the accuracy and reliability of AI responses, leading them to avoid such interactions.
• It’s Getting Better: According to a Zendesk report, 51% of consumers prefer interacting with bots over humans when they want immediate service.

Benefits of Investing in Live Agents

Despite technological advancements, live agents continue to play a pivotal role in customer service. Companies that invest in live agents can reap several benefits:

• Enhanced Customer Satisfaction: Human agents can provide personalized experiences, leading to higher satisfaction levels. A study by Help Scout found that customer satisfaction ratings for live chat (85%) are second only to phone support (91%), indicating the value of human interaction.
• Improved Issue Resolution: Human agents are better equipped to handle complex queries, ensuring effective problem-solving and reducing the need for follow-ups.
• Increased Customer Loyalty: Positive interactions with live agents can foster loyalty, with 93% of customers likely to make repeat purchases with companies offering excellent customer service.
• Higher Conversion Rates: Engaging with live agents can lead to increased sales, as they can address customer concerns in real-time, facilitating purchasing decisions.
• Brand Differentiation: In an era where automated responses are common, offering access to live agents can differentiate a brand, showcasing a commitment to customer-centric service.

Integrating AI with Human Agents: A Balanced Approach

While live agents offer numerous benefits, integrating AI can enhance customer service when implemented thoughtfully:

• AI as Support for Agents: AI can handle routine inquiries, allowing human agents to focus on more complex issues, thereby optimizing efficiency.
• Enhanced Customer Insights: AI can analyze customer data to provide agents with insights, enabling more personalized interactions.
• 24/7 Availability: AI-powered bots can provide round-the-clock support, ensuring customers receive assistance outside regular business hours.

AI implementations should not compromise the quality of customer interactions, but rather enhance it.  Otherwise, the cost savings of AI bots will be overshadowed by the losses in revenue from customers who see the act as abandoning better customer service. A report by the Consumer Financial Protection Bureau cautions that improper deployment of chatbot technology can risk violating legal obligations and eroding customer trust.

Conclusion

While AI and automated systems offer efficiency and scalability, the human touch remains irreplaceable in delivering exceptional customer service. Understanding consumer preferences and integrating technology to support, rather than replace, human agents can lead to higher satisfaction, loyalty, and business success. Companies that continue to invest in live agents, while thoughtfully integrating AI, are better positioned to meet evolving customer expectations in the digital age.

At Recall Masters, we’ve answered the call for better telephony solutions by offering dealers a product called CallCapture.  Think of CallCapture as the insurance that makes sure no call goes unanswered.  Our US-based, live-agent contact center will handle all or some calls, overflow calls and/or after-hours calls.  The team will book appointments directly into your store’s repair scheduling plat­form and confirm and update customer contact information. For sales activity, our CallCapture can do the same, wrapping up all the detailed, online reporting so you can see (and hear) the results of the calls we handle. We can even offer an Optional RecallCheck™ to check an incoming caller’s vehicle recall status and book those appointments based on your busi­ness rules and parts availability. Per-Second Pricing with no contract commitment. Your complete satisfaction guaranteed. Dealerships can be up and running in less than 72 hours.

About the Author

Sean Reyes Chief Marketing Officer sean@recallmasters.com

Sean Reyes oversees all marketing efforts at Recall Masters as Chief Marketing Officer. Sean also serves as the host of the FixedOps UX, a “minicast” that revolves around the fixed operations ecosystem and the tactics that build a better user experience for customers, dealership staff and other stakeholders. Sean’s experience spans more than 35 years of business development and strategic marketing experience, having developed go-to-market products and solutions for the automotive, healthcare, insurance, finance and technology industries to serve Fortune 1000 clients like American Express, Toshiba, Western Digital, Cox Communications, Novartis, Microsoft, IBM, Compaq, HP, National General Insurance, MyCustomer Data, DigniFi and several automotive affiliates and dealerships. Sean lives in Napa, CA with his wife Kathryn and spends his free time hiking, kayaking, playing guitar, going to concerts, rebuilding project cars and helping his kids embark on adulthood.