One of the main challenges of companies nowadays is to stay close to their customers and deliver the degree of support they are craving for. In an era of automation, Artificial Intelligence, and customer self-service tools, customer service calls are very relevant and valuable.

" Customer service had to change because technology has driven changes in the behavior of our customers. With so many service options now available to customers, the challenge for businesses is striking the right balance between technology and one-on-one human support. But when the balance is right, 61% of customers say customer service technology is redefining their behavior, while 87% say they would stay loyal to companies that offer a real person to talk to. "

Steve Hurst, Editorial Director at Engage Business Media

But little has been done to make one-on-one support efficient and valuable. Phone systems remain a silo and quite inefficient when it comes to prioritizing high volumes of requests and optimizing agent's time.

Good news if we've come with an easy process to start filtering your support phone calls according to what's valuable to your business.

Starting point: let's focus on high-value customers, important conversations and priority requests

Here's how:

#1 Choose which customers get phone support

Not an easy task, but you have to make choices. Here are some questions to ask yourself to get started.

  • Which segment of customers are generating most of your revenue?
  • Which segment of your customers require a high touch approach? For example business accounts vs. individual accounts
  • Which segment of customers or market has expressed a strong desire of phone support over other channels?
  • Which segment of customers are subscribed to premium products or services?
  • Which segment of customers are trying recently launched products or services?
  • Which portion of your customers represent the ideal buyer or user?
  • Which market it's easier to serve at this current moment? For example, English speakers?
Pro-tip: start with a smaller portion of the user base you want to serve,  before rolling out phone support to the whole segment.
Pro-tool: you can use segment, to collect customer data across your used tools and even create personas, making it easier to decide who makes the cut for phone support.

#2 Define additional criteria to filter customer service calls

There is an extra layer to be added to keep streamlining the phone support channel and making it targeted. Here are some examples:

  • Filter calls per device: start offering phone support to users on iOS instead of Android or Chrome (desktop).
  • Filter calls per transaction type: start offering phone support to high-value transactions.
  • Filter calls according to visited pages: offer phone support only at the payment page or end of the customer journey.

#3 Set up a smart voice support for your customer service calls

Once segments and the criteria are defined, you will be able to trigger the phone support channel only when those conditions are met, thanks to the SnapCall buttons.

What is a SnapCall button?

To illustrate it better, here's a comparison between having a phone number vs. a SnapCall button:

Phone number:
  • Displayed to everyone
  • multiple phone numbers for each market or country
  • Anyone can contact support
  • Static - no behavior
  • Relies on a phone system infrastructure
  • Customer has to dial the number
  • Calls can have a cost, depending on the phone operator and country they are calling from.
  • SnapCall button:
  • Displayed to a segment of customers or users
  • One unique call button
  • Only the selected portion of your user base or customers can contact support
  • Dynamic - behavior based on triggers
  • Digital - doesn't rely on a phone system infrastructure
  • Customer clicks to launch a call
  • Calls are always free for the customer, no matter where they call from.
  • Now, let's talk about the triggers. Here's a quick and simple example of a segmentation used to trigger the SnapCall buttons:

    Defined segment: customers using premium paid products.
    Additional filters: iOS user, English language, transactions higher than 400 USD.

    Turn your audio ON 🔊- Watch an example of to the customer experience of an unidentified customer calling support using a phone number vs. calling using a SnapCall button that got triggered because he's a high-value customer:

    🔊Customer calling the phone number of support Customer A:
    Paying premium product
    iOS user
    English language
    Transactions: 400 USD
    🔊Selected customers calling support within the app Customer B:
    Paying premium product
    iOS user
    English language
    Transactions: 400 USD

    Cool feature: customers can rate the call at the end of it. Either with stars or emojis. It's fun! And fun can lift your rating ratio to 35% 😊

    #4 Streamline the call routing and reception of customer service calls

    The best way to keep streamlining your phone support is to make it 100% digital. From customers launching calls to the right agents picking up them swiftly.

    Pro-tool: you can use Zendesk support with the SnapCall app to pick up calls and make the agent routing as easy as assigning tickets.

    Call distribution is smart, and it's based on your preferences on business hours, agent's availability and skills:

    Business hours for customer service calls

    Keep in mind phone support will be only triggered when it meets your scheduling criteria.

    Let's say, for example, you want to set different schedules for the support of English and Spanish speakers since your customers are on several timezones.

    English speakers - business hours
    Spanish speakers - business hours
    Pro-tip: you can create and set as many schedules types as you want according to agent skills or language, for example.

    Agent's availability and skills for customer service calls

    Agent's schedules and the type of support can offer can be easily managed and set up.

    Agents can set their availability by switching on/off their status on their Zendesk support using the SnapCall App. Let's see an example of one of your agents taking a quick coffee break 🙃☕:

    Agent's can get assigned calls according to their skills by being added on particular incoming calls:

    Pro-tip: use the 'flow' tab on SnapCall to have a general view of incoming calls channels assigned to agents and its volume. This can be helpful, especially for a smarter allocation of agents on certain types of support offered, for example, agents in charge of high-value customers:

    #5 Analyze volume and queries of customer service calls

    Understanding why customers are calling, and its volume is key to running an efficient phone support. There is plenty of data about your customer and their behavior that will be useful to reduce your calls.

    Let's start with the data you can gather:

    During the call

    • Customer information: name, email, location, language.
    • Customer journey: page/URL, ticket history.
    • Call query or type: using tags, for example, business client, payment page.
    Where to see it? Zendesk support - tickets

    After the call

    • Call information: duration, rating, date, waiting time, type of call (missed, picked up), call recording.
    • Customer information: name, language, city, transaction ID
    • Agent: name of the agent
    Where to see it?SnapCall reports - calls

    #6 Fine-tune your phone support according to the data gathered

    Review the data you collected from SnapCall reporting to evaluate your current phone support:

    • Overall volume of calls per trigger  (SnapCall button).
    • Total volume of calls per breaking down (call attempts, missed calls, dropped calls, picked up calls).
    • Call duration up to 5 minutes for example.
    • Call ratings under 3, for example.
    • Call ratio over 60% for example.
    • Call ratio under 20% for example.
    • Customer waiting on the queue of one trigger (SnapCall button).
    • Device of calls. Are people more keen to call from your application instead of your website?

    Use the data you gathered from Zendesk reporting and evaluate the impact of phone support on your overall support (other channels):

    • Using the tags on each ticket, filter per 'call query' to assess volume on each
    • Hear the call recordings to evaluate the quality of the call and get insights

    Desired outcomes

    • Reducing customer service calls - up to 80%
    • Increasing customer ratings - up to 35%
    • Increasing CSAT - up to 30%

    Quick Recap

    • Do a customer segmentation to offer phone support - we recommend using segment
    • Add additional filters for having phone support - we recommend checking your google analytics to identify pages with high drop-offs.
    • Set up the smart voice support for customer service calls - use SnapCall
    • Analyze call volume and queries of customer service calls - use SnapCall and Zendesk reports
    • Make adjustments on the triggers - use SnapCall

    Don't have a SnapCall account? We got a 14-day free trial waiting for you.

    Prefer to talk and get a demo? Book one here or reach out to