By Bikram Mazumdar, Vice President, Asia, Zendesk
Voice has been a cornerstone of customer support for decades and remains a preferred channel for many customers. Even today, across generations, more than 70% of customers say voice is the fastest and most convenient way to resolve an issue.
At the same time, the integration of AI into digital channels, like messaging and chatbots, has shown how quickly and effectively technology can help resolve customer issues. The voice channel has come a long way through transformations like CCaaS platforms, conversational IVR, and VoIP infrastructure, reducing the friction associated with traditional phone support.
Now, voice has an opportunity to benefit from the same intelligence. AI can bring greater speed, context, and personalisation to customer interactions, particularly when customers are dealing with high-value or time-sensitive issues.
Why voice support must evolve for the AI era
Imagine a customer stranded at an airport due to an unexpected flight cancellation. Given the urgency of the situation, the customer chooses to call customer support rather than use a chatbot or messaging app. They expect to explain what happened in their own words, ask follow-up questions, and end the conversation with a clear resolution.
Too often, however, customers who call a business are greeted with an IVR that prompts them to press 1 for bookings, press 2 for cancellations, or press 9 to speak to an agent. This friction can be enough to push customers towards churn. More than one in four consumers abandon a call if they’re kept waiting too long, because the wait undermines the urgency that the situation demands, which can quickly frustrate the customer.
What customers want are voice assistants that let them speak naturally, much as they would with another human, without having to navigate lengthy menus, restart the conversation, or repeat information. The stakes are often higher during phone interactions, with consumers often turning to voice for issues involving fraud alerts, billing issues, or other time-sensitive issues. These are not situations where a customer wants to type out an issue and wait for a response. In fact, data shows 81% of Indian consumers expect AI to make phone support just as seamless as every other customer service channel.
What businesses need to do to elevate voice support
For CX leaders, this transformation should begin by giving voice the same intelligence that powers chat and messaging. When customers explain a problem in their own words, the system should be able to understand their intent without forcing them through a menu first.
AI can give voice channels access to the knowledge and customer context they need to deliver more complete resolutions. A customer who has already messaged about a delayed order, for example, should not have to explain the situation again when they call. Voice should not operate in a silo. An interaction that begins on one channel should be able to continue seamlessly on another, without customers having to repeat themselves. While traditional metrics remain important, fast and accurate resolution should be the ultimate measure of success.
AI can also support human agents by providing the context and insights they need to resolve issues more effectively. Real-time analysis can highlight customer intent and sentiment, identify opportunities to improve the interaction, and help businesses deliver more consistent experiences. Every call can then be assessed for quality, compliance, and agent performance.
Transparency is equally important. Customers should always know when they are interacting with AI, helping businesses maintain an honest and trusted relationship. When human intervention is genuinely needed, AI should make that handoff faster and more relevant by identifying the customer’s intent and sentiment and routing them to the right agent. This is especially important in high-risk or sensitive situations, where a timely resolution can strengthen customer trust.
The opportunity in plain sight
Customers continue to rely heavily on voice, and businesses must respond by giving the channel the attention it deserves. Whether they are using chat, email, or phone, customers expect every interaction to be fast, contextual, and effortless.
By investing in AI-powered voice, businesses can strengthen a channel that has long been essential for resolving high-stakes issues. More intelligent voice experiences can reduce friction, build trust, and turn critical moments into opportunities to deepen customer loyalty. Investing in voice is ultimately an investment in lasting customer relationships.