Companies that block access by phone to their customer service and only offer contact through digital means (e.g. Twitter, Facebook), should not forget the open and public nature of these mediums. Everybody can read threads and find conversations with a hashtag of the company’s name. As long as all of your customers are totally happy with you all the time, there’s not much to worry about. Despite your efforts to do well, the reality is different.
In some cases, discussions between the customer and customer care have caused serious reputation damage. It is hard to pick up emotions through a digital conversation, let alone, respond in the proper way. Things can get out of hand easily when a customer shows his discontent online. Other people might agree and start sharing bad experiences as well. Before you know, you need to apply damage control instead of answering a customer’s question. In a phone call, there is more room to hear and respond to emotions. Also, it is a one-on-one conversation between just two people.