In this video excerpt from our webinar series we consider how to decide when phone support is the best option for your customer. How to measure the likeliness of your customers preferring phone support over other communication channels such as live chat or email.

During the webinar, Austin from the Support Driven community asked:

“ In a B2B context we are challenged with finding out how much our customers (current and potential) prefer phone support in quantifiable terms? How much it would help them if we expand our channels to include phone support, knowing it would be a complete new channel for us? "

Read the entire transcript below.

Check the response here:


- Mark Bangerter, Director of Support, ClickFunnels

- Alessandro Angioni, Business Account Manager & Analyst, Azimo

- Dave Dyson, Senior Customer Service Evangelist, Zendesk

Check the entire Webinar recording here

Join the support-phone slack channel from Support Driven today!


The first question is from Austin:

“In a B2B context, we are challenged to find out how much our customers both current and potential prefer phone support. How much would it help them if we expand our channels to include voice support knowing it would be a completely new channel for us?”

Mark Bangerter

We had the same challenge when we were looking to offer true inbound phone support. We had kind of this call request for a very limited amount of users. It’s funny because people who never had access to phone support, they were saying “Oh, I wish you guys had phone support” and what we found is that people who do have access to voice support don’t use it that much – only around 25% are actually utilizing voice support. But for us, customers knowing that voice support is available is such a huge added value. We can offer a higher paid plan for our customers and we see that they are willing to pay more to have access to voice support. I even had customers who told me that they like to just know voice support is available, even though they’re not necessarily using it at the moment, but to have this option accessible is very important to them. There are people who prefer using chat and me myself – if I can solve an issue via chat, I’m totally fine with that, but what we found that a lot of calls are really quick because customers just want to verify they’re doing it right and it’s 2 to 5 minutes call to fully answer the question.

Alessandro Angioni

If I can add something else from Azimo perspective, we believe that it’s not the customer who should adapt to the product, but it’s the product that should adapt to the customer. This is why we decided to offer a very wide choice of communication channels which is email, chat and voice support. How we realized that our customers wanted this functionality was by receiving their feedback from different platforms. We have a page on Trustpilot, PlayStore, AppStore and we also measure the NPS. One of the main complaints of our customers was actually a lack of voice support. I also believe that these three communication channels have pluses and minuses, for example initiating a chat might be easier, but for a customer, voice support is much faster in terms of having an agents picking up your call. When you send an email, you don’t know how long it will take for your problem to be solved, but once you launch a call, someone usually picks it up within 30 seconds or one minute and you know your issue will be solved during that call. If I send a transaction which is urgent and I suspect there is some delay, I need to cancel or amend the transaction, I need a way that would allow me to get in touch with Azimo as fast as possible and voice support is a channel that allows me to do so.

Dave Dyson

I feel like offering voice support can really be a way for businesses to say “I trust you”. It’s like a trust thing – you can call me, so I trust that if you call me it’s going to be important and therefore, I’m willing to put my staff on the line to talk to you completely, 100% focused on you during that call. I know there are some places where I really want to talk to someone, to a human being and if there’s no way to get to them by phone, I just feel like there is a barrier which makes me trust a business a little bit less.

Alessandro Angioni

At Azimo, we send our customers’ money, so trust between us and the customer is crucial. Therefore, offering voice support is not only about customers requesting this but it is also giving a choice and giving a way for them to trust us.