One of the main challenges businesses now face is to stay close to their best customers and deliver a level of support they're satisfied with. In the era of automation, AI, and self-service tools, improving the customer experience when speaking on a call is relevant and extremely 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 more efficient and valuable. Phone systems remain in an inefficient silo, and cannot adapt well to prioritizing high volume requests and optimizing agent's time.

The good news is that we've created this 6-step guide to begin filtering your customer support calls, according to what is most valuable to your business!

#1 Choose which customers can access 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 requires a high touch approach? e.g. business accounts vs. individual accounts
  • Which segment of customers or market has expressed a strong desire for phone support over other channels?
  • Which segment of customers has subscribed to your premium products or services?
  • Which segment of customers are trying your recently launched products or services?
  • Which portion of your customers represents your ideal buyers or users?
  • Which market is easier to serve at this current moment? e.g. English speakers?

At this stage, it is better to start with a smaller portion of your user base  before rolling out phone support to more segments.

#2 Define additional criteria to filter customer service calls

There is an extra layer you'll need to add to keep streamlining phone support  and making it targeted. Here are some examples:

  • Filter calls by device: start offering phone support to users on iOS first, before Android.
  • Filter calls by transaction type: start offering phone support to high-value transactions only.
  • Filter calls according to visited pages: i.e. offer phone support only at the payment page or at the end of the customer journey.

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

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

What is a SnapCall button?

To illustrate it better, here's a comparison between having a phone number vs 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,s English language, transactions higher than US $400.

    Turn your audio ON 🔊- Watch an example of the customer experience of an unidentified customer calling support using a phone number vs. calling via a SnapCall button that was triggered because they're 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!

    #4 Streamline 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 answering swiftly.

    Pro-tip: 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 is based on your preferences for business hours, agent 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 in multiple time zones. (you can also set as many criteria as you need)

    English speakers - business hours
    Spanish speakers - business hours

    Agent availability and skills for customer service calls

    Agent schedules and the type of support each can offer can be easily managed and set up with SnapCall.

    Agents can set their availability by switching on/off their status within Zendesk using the SnapCall App. Here is an example of an agent taking a quick coffee break 🙃☕:

    Agent's can also be assigned calls according to their skill by being added to particular incoming calls:

    #5 Analyze volume and queries of customer service calls

    Understanding why customers are calling and the volume of calls is key to running efficient phone support. There is plenty of data about your customers and their behavior within SnapCall that can be useful in reducing the volume of calls.

    The data accessible during a call includes:

    • Customer information: name, email, location, language.
    • Customer journey: page/URL, ticket history.
    • Call query or type: using tags such as business client or 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 collected from SnapCall reporting to evaluate your current phone support:

    • Overall volume of calls per trigger.
    • Total volume of calls broken  down: call attempts, missed calls, dropped calls, picked up calls.
    • Call duration
    • Call ratings
    • Call ratio
    • Customer wait times based on trigger
    • Device of calls.

    Using this data alongside that from Zendesk reporting to evaluate the impact of phone support on your overall support:

    • 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

    Quick Recap

    • Create customer segmentation for phone support
    • Add additional filters for phone support
    • Set up smart voice support for customer service calls with SnapCall
    • Analyze call volume and queries of customer service calls
    • Make adjustments to the triggers

    Don't have a SnapCall account?

    We've got a 14-day free trial for you.

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