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According to the new research , well over a third of Brits ( 38 %) say direct phone calls are their preferred method of communication with businesses over other channels such as emails , web chats , social media and video calls . A further 69 % of consumers are likely to contact via phone call first before trying other methods when seeking assistance from a business .

With the vast majority ( 91 %) considering it important to be able to easily call a business customer service line when they need assistance , phone calls evidently have a significant impact on the customer experience . To further underscore this , 80 % of consumers say they would continue shopping with an SME that offers superior customer service over the phone , suggesting impact on customer loyalty as well .

Chris Wade , Chief Marketing and Product Officer at Gamma Communications , said on the findings : “ When customers need support , it ’ s evident that businesses must understand exactly how their customers want to communicate . Even in today ’ s increasingly digital world , human connection is vital . Telephone calls have withstood the test of time for being one of the best ways to achieve that interpersonal bond . All businesses can use this to harness the , sometimes underrated , value of telephone calls to offer quality customer service and retain customers . Whether you ’ re a tradesman or a financial advisor , your voice has the power to yield customer loyalty .”

In the finance industry alone , evidence is clear on just how important customer support accessibility is to British consumers . The Financial Conduct Authority ( FCA ) reported finance firms had 1.8 million open complaints ( a 5 % increase from 2022 ) in the first half of 2023 showing that customers will always , and increasingly , need business support . It ’ s how fast and easy they receive that support that leaves a lasting impression which can make or break a business ’ s reputation .

The research suggests the value of voice calls can be attributed to human connection . Almost half of Brits ( 46 %) value phone calls because they feel better understood when communicating verbally . The same number ( 46 %) find phone calls quicker and easier to use , while 45 % believe that the support and customer service they receive over the phone is of higher quality in comparison to other contact methods .

Similarly , the biggest frustrations Brits face when contacting customer support are automated responses or the inability to speak with a human ( 49 %), being subjected to long hold times ( 47 %) and having no phone number to call or the phone number being hard to find ( 31 %). �