The business world has come a far way over the years, from in-person help desks to call centers and now digital-first and AI-Chatbot-driven support channels.
But companies usually fall prey to this latest debate about text-based support vs. voice-based support—which one do customers like more?
What touches customers more: live chat or Phone Support? Well, some customers may prefer real-time customer assistance through live chat, and others might feel comfortable or confident in buying only after talking to a real person or human agent.
In this space, we’ll explore some customer preferences and the pros and cons of text vs. voice in customer support. Let’s start with text-based support.
What is Text-Based Customer Support?
Text-based customer support is a way of directly communicating and providing assistance/support to customers through text/written messaging for quick and convenient help.
Let’s take a quick look at the main types:
Live Chat
Most brand websites today have a real-time chat option where human agents or AI chatbots respond instantly to visitor/customer queries. Even if the human agent is not available, a customer can leave a query, which will be promptly answered during working hours.
Take Shopify’s live chat, for instance; it instantly helps e-commerce merchants solve order-related issues.
Chatbots
AI-powered chatbots in customer support are a way to serve customers round the clock, providing automated responses to commonly asked questions. They take the extra workload off humans and keep customers happy with constant support. Buyers can even track orders and return items through these chatbots, just like H&M’s chatbot does.
Email Support
Email is the conventional and age-old way of communicating with customers. It’s best for non-urgent, detailed inquiries requiring documentation or other details. Emailing, for example, is good for resolving tickets or troubleshooting customer issues, handling complaints, and even sending promotional offers.
Social Media Messaging
As it’s evident these days, WhatsApp messaging is mostly the go-to for customers to connect with brands, with 33% delighting in its convenience. Customers want the comfort of tracking orders, getting updates, and even completing their online orders through such instant messaging platforms like WhatsApp, Facebook Messenger, and Twitter DMs.
For example, you can see Zomato resolve customer complaints through Twitter support a lot of times.
SMS Support
SMS is another traditional method for brands to send their customers quick updates and responses via text messages. Banks, for instance, notify customers using SMS to inform them about transactions or account updates.
Even many subscription-based services, like Netflix, Apple Music, etc., use this medium to send confirmations about new purchases or reminders and updates about subscription renewals.
Now that text-based support has been covered, let’s move on to voice-based customer support.
What is Voice-Based Customer Support?
Voice support is a medium for brands to communicate directly with customers using spoken conversations. This type of interaction is important when you’re handling urgent or complex issues.
Here are some key voice-based customer support types:
Traditional Phone Support
The most common and one of the oldest ways of providing pre or post sale support to customers is through a phone call. Call Centers train their staff to tackle customer inquiries on call. It makes it easier for both parties to understand and resolve the issue in detail.
Interactive Voice Response (IVR)
If you’ve ever called customer support and heard an automated voice say, “Press 1 for billing, press 2 for technical support”, you basically connected with an IVR. The system uses pre-recorded messages and keypad inputs (or even voice commands) to steer callers to the right department without a human agent intervening.
Airlines, for example, use IVR systems to provide flight updates, booking assistance, or even cancellations. Customers get the required information by following voice prompts instead of waiting for an agent.
AI Voice Assistants
AI voice assistants are a huge leap in automation, as they go steps ahead of traditional voice-based support by understanding natural language. Customers don’t need to press buttons anymore; they can simply speak normally to explain their need or problem, and the assistant responds in a human-like way. Many of us are already interacting with these AI voice assistants- think of Alexa, Siri, or Google Assistant. Businesses are deploying AI voice assistants customized for customer service to tackle client inquiries and provide them 24/7 support without needing a live agent every time.
Let’s go beyond voice-based AI. You have virtual avatars that are revolutionizing customer interactions by adding a very interactive visual element to the conversational support they provide. These help increase the authenticity of your interactions and build a lot of trust.
Some of DaveAI’s virtual avatars have gotten quite a bit of success in this regard. They partner up with companies like Maruti Suzuki, Kotak Mahindra Bank, Karnataka Bank, BYD, and more. These partnerships have always resulted in great success and increased sales.
Pros and Cons of Text-Based Customer Support
Customer support goes way beyond phone calls. Many businesses now offer text-based options like live chat, chatbots, and email. But is text-based support always the best choice? Let’s see.
| ADVANTAGES | DISADVANTAGES |
| Fast response times slash customer wait times with immediate help. | Lacks emotional tone; text communication can feel robotic and impersonal in the absence of text voice tone and inflection. |
| Multitasking capability: one agent can chat with multiple customers, reducing workload and clients’ wait time | Prone to Miscommunication: Written messages can be unclear or confusing, like to-the-point texts, which may sound rude, or long explanations may seem unnecessary. |
| Creates a record for reference, a written history of interactions that both customers and businesses can refer to later if needed. | Not Ideal for Complex Issues; deeper issues need detailed solutions, It can be very difficult to explain everything in text. |
| Best for noisy environments, where it’s difficult for customers to talk on the phone. |
The Benefits and Drawbacks of Voice-Based Customer Service
Voice help is the best option for more delicate and complicated client interactions, even while text support is excellent for quick responses.
Voice-Based Customer Support Advantages:
More Engaging and Personal
Speaking with an actual human rather than an AI makes customers feel acknowledged and appreciated. It enhances the whole support experience and increases their level of brand trust.
90% of consumers worldwide prefer speaking with human customer support workers over chatbots, according to a 2023 survey, for the grounds that human agents are more aware of their needs and provide more in-depth answers.
If a customer is having issues with a faulty product, for example, then speaking to a helpful agent who reassures them and offers a solution feels much more satisfying than a robotic chatbot response.
Faster Resolution for Complex Issues
Some problems are too complicated to solve through text. Customers can explain their concerns in detail, and agents can ask clarifying questions in real time using voice support. It gives customers a quicker and more satisfactory resolution.
We can exemplify this through a scenario where someone’s credit card transaction repeatedly fails. An agent can quickly identify the issue on a phone call, explain the possible fixes to the customer, and resolve it instantly.
Less Misinterpretation
Human agents can adjust their tone, clarify misunderstandings, show warmth, and make customers feel totally understood in voice conversations. Hence, the confusion that sometimes happens in text messages can be avoided.
For instance, If a customer says, “I didn’t receive my refund,” a human representative can immediately ask for clarification and check the system, rather than making multiple back-and-forth text exchanges.
Limitations of Voice-Based Customer Support:
Long Wait Times
One of the biggest drawbacks of voice support is the waiting time. For instance, if a telecom company is experiencing a widespread outage, customers might have to wait 30-40 minutes to speak with a support representative.
In chat support, multiple conversations happen simultaneously, and quick responses are given. However, phone agents only talk to one person at a time. If call volumes are high, customers may be stuck on hold for long periods and get frustrated.
High Costs for Businesses
It’s quite an expensive venture to operate a call center. Companies need to hire and train agents, invest in phone systems, and maintain 24/7 availability, which requires enormous resources.
Not Always Accessible
Voice support may not be suitable for everyone. Customers with hearing impairments may find it difficult to communicate via phone calls, and those who struggle with different accents may be unable to understand what the agents want to communicate.
Customer Preferences: Text vs Voice Support
One-size-fits-all is barely a solution in customer support these days. In fact, customer preferences depend on different factors, like urgency, complexity, and demographics.
When Do Customers Prefer Text-Based Support?
- For quick, simple queries: People tend to use live chat and chatbots for common issues like order tracking, password resets, or store hours.
- When multitasking: Customers who don’t have time for a call prefer text support.
- For non-urgent issues: Many people would rather send a message and wait for a response rather than stay on hold.
When Do Customers Prefer Voice-Based Support?
- In complex problems: Customers dealing with billing issues, account security, or troubleshooting technical problems prefer speaking with a human.
- For urgent concerns: If something is time-sensitive—like canceling a flight last minute—calling is the fastest option.
- When Customers need reassurance: Some customers prefer human interaction when dealing with sensitive matters like medical issues or financial disputes.
Generational Differences in Customer Support Preferences
A Microsoft report on the global customer service’s current state tells us that the younger customers use live chat and social media more than others. In actuality, online shoppers aged between 18 and 34 years are 21% more likely to opt for live chat compared to people in the 35 to 54 years age group.
Clearly, live chat and social media messaging are the most rapidly growing channels for customer-business interactions. However, different age groups have different communication preferences:
Millennials & Gen Z (Ages 18-42)
Millennials (born 1981-1996) and Gen Z (born 1997-2012) like to chat and prefer chat-based support, chatbots, and messaging apps like WhatsApp or Facebook Messenger.
The reasons:
- They’ve grown up with digital communication and, hence, value speed, convenience, and 24/7 availability.
- These generations are more comfortable multitasking and expect quick responses rather than waiting on hold for a phone call.
Baby Boomers (Ages 59-77)
Baby Boomers (1946-1964) prefer voice support for its personal touch and ease of conversation. They trust human agents over chatbots and find calls more convenient for expressing concerns.
However, a Zendesk study shows that 69% of consumers prefer text-based support for simple issues, and 57% opt for voice support for complex problems in general.
Industry-Specific Preferences for Customer Support Channels
Different industries have different customer needs, which is why some rely more on text-based support, while others prioritize voice support. Here’s how it works:
Industries That Prefer Text-Based Support
- E-commerce: Online retail customers prefer live chat for quick questions about order tracking, returns, or product details.
- Tech Support: Many companies in the tech industry use AI chatbots for troubleshooting.
- Financial Services: Banks often provide their customers with chatbot-driven account inquiries.
Industries That Prefer Voice-Based Support
- Healthcare & Emergency Services: Phone call-based support provides immediate assistance to patients in need.
- Travel & Hospitality: Travelers need quick, voice-based solutions for stressful and often time-sensitive issues, like flight cancellations, last-minute hotel changes, or lost luggage.
- Insurance & Legal Services: Customers require phone support in sensitive and complex matters like filing claims, understanding policies, or legal consultations.
How Live Chat is Revolutionizing Customer Support
In a recent survey, when people were asked what frustrates them the most related to phone customer service, 61% of them said being kept on hold was their biggest grievance out of all other things.
As the patience of online shoppers is declining with new and faster technology cropping up, people want to replace phone calls with live chat. Based on recently obtained data, a whopping 87% of live chat interactions get a positive CSAT (customer satisfaction) rating.
Consequently, businesses are trying to provide what customers prefer: faster response times and efficiency. They’re using live chats and AI chatbots to assist their customers. Companies like Uber, for example, use live chat support in their apps to resolve driver and rider concerns.
AI chatbots are revolutionizing customer service. Customers using live chat are 513% more likely to buy, with nearly 60% returning to sites with chat widgets. Over 63% make purchases, and 38% buy after a good chat.
Will Text Replace Voice Customer Support in the Future?
Some predict that phone support may literally become obsolete with advancements in AI chatbots and virtual assistants. The chatbot sector is projected to experience the fastest growth among applications, with estimates suggesting it could hit nearly USD 15.5 billion by 2028.
However, experts say that voice support will always be a necessity for complex, high-touch cases.
Companies are shifting to a hybrid support model, blending AI-powered text and voice. An IBM report notes that 74% of executives expect AI to transform customer experience, with 41% already implementing AI strategies.
Upcoming trends on the horizon include:
- AI Agents and Autonomous Programs: Major AI companies like Microsoft, Google, and OpenAI are developing AI agents, autonomous programs that can perform tasks and make informed decisions with minimal human input.
- Integration of Generative AI in Contact Centers: Companies are integrating generative AI, such as ChatGPT, into their customer experience solutions for better conversational AI capabilities,thereby improving service quality.
- AI in Cybersecurity for Customer Support: AI’s increasingly being used to manage large amounts of data and counter AI-driven attacks, changing how customer support systems are secured and operated.
How to Choose the Right Customer Support for Your Business
Different businesses and customers have diverse needs, so you must take in account certain factors before you finalise your customer support approach or strategy:
Know Your Target Audience
Your customers’ age and preferences play a big role in the type of support they expect. Understanding your audience helps you offer support in a way they actually want to use.
For instance, Millennials and Gen Z prefer texting, chatbots, and social media messaging. Older customers (Baby Boomers), comparatively, are more comfortable seeking support on call when it comes to AI chatbots vs. human agents.
Look at Your Industry’s Needs
Different types of industries have respective customer expectations which are relevant to them, specifically. You must figure out what works for your industry buyers and design your customer support experience accordingly for best results.
In the e-commerce & retail industry, for instance, live chat is a must because customers want instant help tracking orders, returns, or product details. But for legal & insurance Services, these industries handle sensitive personal information. So, customers prefer a detailed discussion on a call with a human rather than chatting with a chatbot.
Factor in Costs & Resources
Budget and staff size shape customer support choices. AI chatbots cut costs by handling routine inquiries, reducing the need for human agents—ideal for businesses with high query volumes.
Call centers, on the other hand, require investment in training, salaries, and phone infrastructure, which is more expensive but essential for businesses where human interaction matters. If you have a smaller budget, a mix of AI chat and limited phone support is possibly the finest approach.
Think About Query Complexity
All types of customer concerns don’t usually require the same level of support. Simple issues like tracking an order, resetting a password, or checking account balances are easily handles with chatbots or automated messaging.
For complex issues like software bugs, billing disputes, or lost packages, human agents are essential. Voice calls enable follow-ups and faster resolutions, ensuring efficiency and customer satisfaction.
Wrapping Up
Both text and voice support are essential in customer service. Businesses should balance both based on customer needs—text suits e-commerce and tech support, while healthcare and finance rely more on voice for clarity.
The best approach would be omnichannel customer service, where businesses give both text and voice support for higher flexibility and more options for customers to choose as per their preference or need-of-the-hour.
DaveAI has a suite of services that go beyond both of these in terms of customer satisfaction and interaction quality. Check out DaveAI to get customized virtual avatars that help your business grow and thrive. Book a demo today.
