What drives channel churn?
Customer service? Cost?
The fact that both are true should doubly disappoint providers as control over those factors is entirely theirs.
There are levers they can pull. Strategies and initiatives can be deployed designed to sharpen up delivery and drive down customer dissatisfaction.
They often work too: service and cost are familiar and predictable foes in the constant fight for long-term loyalty.
But (as seems to be the case in every aspect of our lives) the pandemic is now throwing punches too.
The forced adaptations to the way we work have created huge demand for technological innovation.
And if your offering is failing to keep pace, customer service and cost are the least of your worries.
The latest case in point? Video.
Not so long ago it seemed like a luxury: reserved for special occasions and rolled-out only when vast physical divides appeared to conspire against meaningful face-to-face interaction.
Today?
Well, in the case of ALL your communications, when was the last time you proactively chose just voice when both were on offer?
“Some people thought telephony was going to last forever but switching and re-routing will not be around for much longer,” says Jason Martin, President & CEO at Toronto-based global video conferencing platform provider iotum.
“It’s video first for everyone now. Growing numbers of people automatically turn to video in the same way they used to make a phone call. It’s now a societal thing and that really fast behavioural change has happened entirely organically.
“People were forced into it to begin with, due to the pandemic and home working. After just a year, it has become the instinctive go-to means of communication for so many.
