By offering seamless, efficient support right where customers need it, digital service has secured its place as a pillar of today’s business landscape.
Christina Keohane , Sr. Product Marketing Manager, Salesforce
Digital customer service helps businesses offer multiple ways for customers to reach them – and these days, businesses can’t afford to not provide it. In today’s fast-paced world, customers increasingly prefer engaging with businesses in other ways besides picking up the phone; our research found that 57% of customers prefer using digital customer service channels.
Unlike traditional phone-based support, which often involves long wait times and complex IVR systems, digital channels offer speed and convenience that align with modern customer preferences. Digital customer service not only enhances the customer service experience but also brings significant operational benefits to contact centres.
Digital customer service refers to the use of digital channels and technologies to provide support and assistance to customers.
Unlike traditional voice-based support, digital customer service uses channels like live chat, SMS, email, and self-service portals to offer quick, convenient, and personalised interactions. This approach not only caters to modern customer preferences but also brings significant operational benefits, such as improved agent productivity, reduced costs, and enhanced customer satisfaction.
By meeting customers where they are and providing seamless, efficient support, digital customer service has become a cornerstone of modern business operations.
Digital customer service is important because it allows customers to get the help they need whenever and wherever they need it. According to our research, 74% of customersexpect to be able to do anything online that they can do in-person or by phone. On average, consumers engage with companies across eight different channels, choosing the channel based on their context and activity. A staggering 71% of customers prefer different channels depending on where they are and what they’re doing.
Digital customer service also improves overall efficiency for businesses. Digital channels can handle a high volume of customer enquiries simultaneously, reducing wait times.
And with AI tools like autonomous AI agents that can answer questions, resolve issues, and take action 24/7, service reps have more time to focus on more high-value, complex issues that require the empathy and nuance of a human. Salesforce Agentforce Service Agent is an example of an AI tool that can engage with customers across channels using conversational language, deliver trusted answers that are firmly grounded in your organisation’s data, and hand off cases seamlessly to service reps.
From AI to to case management, this is an insider's guide to tools, trends, and tactics making the difference for contact centres.
Some key benefits that digital customer service can bring to companies include:
Improved agent productivity
Unlike phone calls, where agents can only handle one interaction at a time, digital channels enable agents to juggle multiple conversations concurrently. This multitasking capability significantly boosts agent productivity.
Reduced operational costs
One of the key advantages of digital channels is their cost-effectiveness. Implementing digital channels reduces the overall cost-to-serve by allowing agents to handle multiple conversations simultaneously. This increased efficiency helps businesses manage more cases with fewer resources. Additionally, using autonomous AI agents for common queries can further scale service whilst reducing the workload of human agents, enabling them to focus on more complex issues.
Increased customer satisfaction
Customers prefer digital channels due to their immediacy and convenience. Fast response times and always-on availability contribute to higher customer satisfaction compared to other channels. Digital channels also facilitate more personalised customer experiences. Agents can use customer data and conversation histories to tailor interactions to individual needs and preferences, creating a more effective experience and fostering increased customer loyalty.
Some specific instances of digital customer service in action include:
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So how can you get started with digital customer service? Consider the following best practices:
Meet customers where they are
Prioritise the channels your customers are already using and focus your implementation efforts on their preferred channels. Channel preferences vary widely depending on geography and demographics, so your choice will depend on where you do business and the profile of your customer.
Develop your channel strategy
Identify the top contact drivers or reasons why your customers reach out to support. Determine which interactions will be most effective in which channel. Then, develop strategies to guide customers to the right channels that require the lowest customer effort and provide the most efficient resolution.
Integrate contact centre channels with your CRM
Integrating your contact centre channels with your CRM data provides a comprehensive view of your customers across every interaction. This ensures that agents have all the necessary information and conversation history to deliver personalised and effective service.
With Service CloudDigital Engagement, for example, you can eliminate channel and data silos. This enables customers to seamlessly transition between channels without losing context to get on the fastest path to resolution.
Because you want to meet customers where they are, no matter how they prefer to get in contact, it’s important you seek digital customer service software with omnichannel support. An omnichannel contact centre, for example, lets customers connect through voice, email, chat, SMS, and more.
With Service Cloud’s omnichannel customer engagement platform, your agents have immediate access to the same centralised view of the customer they’re going to help — no matter how they contact you.
Digital customer service isn’t just a trend – it’s a necessity in today’s business landscape. By using digital channels, businesses can improve agent productivity, reduce operational costs, and increase satisfaction so your customers will buy again and again.
Deflect and resolve customer cases 24/7 with Agentforce for Service — powered by generative AI.
Digital customer service typically uses channels such as live chat, email, social media, messaging apps like WhatsApp or SMS, and self-service portals. Many businesses also use chatbots and AI agents to provide instant, 24/7 support. These channels allow customers to get help quickly and conveniently across their preferred platforms.
Digital customer service differs from traditional service by offering support through online channels like chat, email, and social media instead of in-person or phone-only interactions. It enables faster, more convenient, and often 24/7 assistance, often supported by automation and AI. This approach meets customers where they are and allows for more personalised, data-driven experiences.
Yes, digital customer service can improve response times by using tools like live chat, AI agents, and automated workflows to handle enquiries instantly. These channels reduce wait times and allow reps and agents to manage multiple conversations at once, leading to faster and more efficient support.
Digital customer service enhances customer engagement by offering fast, convenient, and personalised support across the channels customers use most like chat, social media, and messaging apps. It enables real-time interactions, proactive communication, and personalised experiences that keep customers more connected and satisfied with the business.
Key aspects of digital customer service include seamless omnichannel support, real-time assistance, and personalised interactions. Automation and AI help speed up responses and boost efficiency. Self-service options and analytics further enhance the experience by letting customers help themselves and guiding continuous improvement.
Common challenges with digital customer service include maintaining consistency across channels, managing high volumes of enquiries, and ensuring timely, personalised responses. Businesses may also struggle with integrating systems, training reps on new tools, and meeting customer expectations for 24/7 support.
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