According to the new research, SMEs are dialled into the importance of human-to-human voice calls. Over a third (35%) of SMEs surveyed considered voice calls to be their customers' top communication choice. A further, 87% of SMEs agreed that voice calls and human-to-human connection were important to the customer experience their business provides, with half (51%) saying they are ‘very important’ to this service.

This mirrors consumers' expectations and desires when it comes to customer service. Over a third of Brits state that direct phone calls are their preferred means of communication with businesses and over 90% consider it important to be able to easily call a business customer service line. SME leaders are once again in step with consumers in this respect, as 87% consider it important to be able to call a business customer service line easily.

Recognising the value of human touchpoints in customer service, SMEs believe exceptional customer service through human-to-human voice calls can fuel business expansion. 84% of SME leaders surveyed agreed that superior customer experience over the phone is likely to support the growth of their business. 

The research also reveals the significant impact human to human-to-human voice calls on customer loyalty. 80% of consumers say they'd stay with a business offering excellent customer service over the phone. SMEs align with this consumer sentiment, as 87% believe that customers are likely to choose a business that has a business phone line and voice services to call, with good connectivity, over one that doesn’t.

And it's not just customer loyalty that human-to-human voice calls help cultivate, they also drive operational efficiency.  43% of SMEs value faster internal communication that thrives on voice calls, while 39% of SME leaders state phone calls aid communication with suppliers, underlining their efficiency and clarity for collaboration both internally and externally.

Chris Wade, Chief Marketing and Product Officer at Gamma Communications: “While digital channels provide convenience, our research sheds light on the enduring value of voice. For many customers, human interaction remains the most important for a great customer experience and clear communication. It’s evident that businesses that prioritise excellent human-to-human customer experiences stand to win over loyal customers and gain a competitive edge.”