Long days, Longer hours

Are your support channels available when your customers want them to be? We have 5 factors you should consider when deciding when your support team will be available 


This week we will see the longest day of the year, the summer solstice, and people are taking advantage of the extended daylight by staying active later into the evening. This shift in rhythm can have an impact on customer support services too. Traditionally, customer support call centres operated strictly within standard office hours. However, as lifestyles evolve, so do customer expectations for service availability. 

Nowadays, customers expect more flexibility from companies, preferring to reach out during their free time, often in the evening or even late at night. The rise of social media has significantly contributed to this change, enabling companies to be more accessible and responsive to their customers outside of conventional hours.  

Most companies today offer extended support hours, with many providing 24/7 customer service to cater to diverse customer needs. The most common customer support hours now span from early morning to late evening, typically from 8 AM to 10 PM. However, there is still a gap between what is offered and what some customers desire. 

If you’re aiming to enhance your customer support, several factors should be considered:  

  1. Target Audience: Understanding who your customers are is crucial. Younger audiences, accustomed to instant access and assistance, may demand longer evening hours or even 24/7 availability. On the other hand, older generations might not require round-the-clock support, but would still appreciate extended hours beyond the traditional 9-to-5. 
  2. Global Reach: If your business has a global customer base, time zone differences must be accounted for. Providing support during standard office hours in one region might not be sufficient for customers in another. Offering support across multiple time zones or implementing a follow-the-sun model can ensure that all customers receive timely assistance. 
  3. Automated Messaging: For companies unable to offer 24/7 live support, automated messaging systems can fill the gap. Chatbots and automated responses can handle basic queries, provide immediate assistance, and reassure customers that their concerns will be addressed promptly when live agents are available. 
  4. Customer Activity Patterns: Monitoring when your customers are most active can provide insights into optimal support hours. If analytics show high engagement during the evening, extending support hours to match this activity can improve customer satisfaction. 
  5. Customer Support role: Before running and telling your customer support team that they’re going to now work 24/7, first consider what their role is in the journey of a customer support case. Can your agents process replacements? Can they put through refunds? Or are their capabilities limited to forwarding cases to the relevant department?
    If it’s the latter, think about whether you’d prefer your customers to be able to send a message and get a speedy first reply, but then have to wait until office hours to receive a solution, or if it might be more beneficial for them to wait until office hours to get a reply, but then have an immediate solution with that first response. 

As the days grow longer and people’s routines shift, companies can adapt their customer support hours to meet evolving expectations. By understanding the target audience, considering global time differences, and utilizing automated solutions, businesses can ensure they provide the most effective and responsive customer support possible. This not only meets customer demands but also enhances overall satisfaction and loyalty. 

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