Investing in a customer service feature is only as useful as how much visibility the feature gets.
The Contact Us page is the linchpin of digital customer service, but it can play second fiddle when it comes to site placement. While 85% of analyzed brands display their Contact Us page or hub on their homepage, just over a quarter place it in in either the primary navigation or page header.
The difference in features on the contact page itself signal a strong preference for tried-and-true customer service. Gartner L2’s inaugural Customer Service report finds that most of these pages check the boxes: 95% of brands list a phone number, while 65% of analyzed brands have submittable webforms, some linking to them through an email button and some placing them by themselves. However, less than a third list an email address and only a tenth offer support through text message. When it comes to listing service availability, almost three-quarters of brands list their customer service hours of operation, but less than a third offer 24/7 service. Financial Services brands lead with 60% offering 24/7 service, while no Watches & Jewelry brands do.
Wayfair has a best-in-class contact page, increasing functionality by defying tradition. Instead of merely listing contact info, the brand separates out customer concerns such as “Shopping or Purchasing a Product” or “Account Settings” and directs the user to the relevant channel. This saves time for both the brand and the customer.
While the Contact Us page may seem like an obvious and unexciting customer service feature, it is the foundation of a good digital customer service strategy. By having an accessible and well-designed Contact Us page, brands provide users with a smooth journey to the assistance they seek.