“Top service quality for each contact channel”

Modern communication tools are now part of business, much is done via mobile phone. One approach, which the company atms pursues with its solutions for many years. economy talked to Markus Buchner, Manging Direcor at atms & websms Ltd., about current development.

Economy: Which communication solutions are particularly in demand?
Markus Buchner: With the rise of smartphones, the number of mobile communication possibilities between companies and customers has increased enormously. The most frequently used channel still remains voice telephony ...

... That's still the case?
Yes, the call volume on the mobile phone has indeed now reached its ceiling, but important matters are still preferably cleared by talking. For brief information it is the SMS. No medium is better suited for this, business messaging is accordingly growing strongly. New features include app-based solutions and here mainly WhatsApp.

What do companies get out of this?
In our fast paced world, there is lots of information that help the consumers actively. Conversely, companies benefit from a stronger customer loyalty and utilisation of their capacities. A good example is the SMS reminder of an agreed doctor's appointment. If the patient would forgot this, the practice would still have to pay existing resources, such as employees or machines, without making a turnover.

And what's in it for customers?
They save time or money. Only think about cumbersome new agreements of appointments. Or detours when a package is delivered to an incorrect address. All are costs which can be avoided by skilful information policy.

How does the modern contact take place?
Several contact channels are used. To be taken seriously as a company, it needs diversity and at least one address, telephone number, web and email address. In addition there are SMS, online chat and WhatsApp.

What challenge does it involve?
A top service quality for each individual contact channel is central. The best website is no use if customers cannot find information there. A telephone hotline is also useless without competent answers. It is better then to leave new channels out and to service the remaining ones as best as possible.

Did the user behaviour change?
Absolutely. Many companies have much less letter post from their customers than ten years ago. The fax has also lost its importance. However, one still telephones often and corresponds by email.

And which role do social media play?
In the last few years, more and more online offers have emerged, such as chats or communities. Social media also play a growing role in the meantime, as the access to businesses is very easy. However, many customers are disappointed precisely here, as their questions or complaints often remain unanswered.

Does an oversaturation not result with so many channels?
This is possibly often the case. For me however, there is rather too much of low-quality information and too little of real service.

Which trends do you see for the coming years?
In IT and telecommunication, predictions for longer periods of time are nearly impossible. A trend that will remain is mobility. The smartphone becomes more and more a central communication, information, entertainment and shopping instrument. In this context, the trends automation, networking and data analysis will grow further. Whether we will receive a better service as consumers, is to be hoped the one hand, but on the other hand remains to be seen.