10 key customer service channels and how to use them effectively

Not too long ago, customer service relied on just one or two touchpoints, usually email and phone, which often meant customers had no choice but to wait in long queues. But times have changed. Modern customers have little patience for slow responses. They want quick answers on channels they find most convenient, be it email, phone, social media, or SMS. 

According to our customer service statistics report, approximately 86% of consumers expect smooth communication with support agents across multiple channels. While many large enterprises and mid-sized businesses have adopted omnichannel support, plenty of startups and small businesses still lag behind. This slows their customer growth, weakens retention, and limits their ability to scale.

So, what’s the right solution? To meet these rising expectations, businesses must expand their support stack and integrate touchpoints that customers actually use. While adding new channels may seem costly, when done strategically, it delivers stronger loyalty and higher returns.

In today’s competitive market, exceptional customer service is a key differentiator that sets you apart from your competitors. When customers can seamlessly switch between email, chat, and phone without having to repeat their story, you are not just solving their problems, you're creating experiences they'll remember and share. 

This blog highlights the most popular customer service channels and shows you how to choose the best fit for your business. Explore the basics, pros, and cons of each channel to build a customer service strategy with the right touchpoints.

What is a customer service channel? 

A customer service channel is a medium through which customers reach out to brands and their support teams to resolve their queries. These queries might come via social media, such as inquiries about delivery status or order tracking, or via email for more technical issues like migration, integration, or feature enhancements.

Customer support channels are also a way for support agents to provide proactive assistance. For example, when a customer’s subscription is about to expire, your team can send them reminders through one of the channels. Or you might use emails or messaging apps to share personalized offers or seasonal sale updates.

There are multiple types of customer service channels, ranging from traditional ones like SMS and phone to modern, digital options such as email, social media, AI chatbots, and live chat. Each channel comes with its own benefits and limitations.

10 customer service channels worth adding to your support stack

Today, extending support to customers through the channels they prefer is crucial for every business, whether it's a quick phone call, a chat message, or self-service through a portal. Here are the ten most preferred customer service channels that modern customers expect you to consider adding to your support arsenal:

1. Email

Email has been one of the oldest and most common service channels that businesses include in their support stack, and it remains a popular choice among customers. Our customer survey reveals that around 31% of customers prefer email to submit complaints, while 28% use the channel to track their orders. 

Considering the immense popularity of email, especially among the older generation and professional B2B support, it is essential to integrate this channel into your business support strategy.

Benefits of email-based customer support

• Convenient and asynchronous communication allows customers to send emails and respond at their convenience.

• Creates a permanent record of support that can be used for training and audit.

• Detailed communication enables customers to explain their problems thoroughly, with the provision to attach files.

• Easily scalable, allowing a single agent to work on multiple emails simultaneously.

Limitations of email-based customer support

• Lack of real-time communication can lead to slower responses and delayed resolutions.

• Difficult to gauge customer sentiment through written messages.

• Unsuitable for issues that require urgent attention.

Although email remains a staple in customer support, it falls short when customers require quick resolutions. It is best suited for B2B communications that involve technical documentation, non-urgent inquiries such as general product questions, and follow-ups or responses that require detailed solutions.

2. Phone 

Phone support is another traditional yet highly preferred customer service channel, especially in B2C support. Although it's termed traditional support, reports from McKinsey suggest that live phone conversations remain one of the most favored channels, especially among Gen Z. One financial company even reported that its Gen Z customers used phone support as frequently as baby boomers, and were 30 to 40% more likely to dial than millennials.

Benefits of phone support

• Instant resolutions, with most queries getting resolved in a single interaction.

• Human-led conversations build trust and can calm even the most frustrated customers.

• Verbal communication makes it easier to solve complex issues, ensuring no misunderstanding of instructions. 

• High accessibility, with no internet connection required.

Limitations of phone support

• Limited scalability, as agents can only handle one call at a time.

• Long wait times can frustrate customers.

• Higher costs compared to other channels, due to staffing and training requirements. 

Despite these limitations, phone support remains one of the most reliable channels for building trust and preventing churn. It is ideal for resolving complex technical problems, handling urgent financial matters, onboarding new customers, and addressing scenarios where verbal communication is essential. 

3. Live chat

Live chat is a popular customer service channel that allows customers to communicate with support teams through a chat widget, usually embedded on websites and apps. It offers real-time chat functionality, connecting users with either customer service representatives or an AI support agent.

According to our live chat statistics report, 42% of customers prefer live chat over the phone because they do not have to wait on hold to speak with a representative. Live chat also has one of the highest customer satisfaction rates at 73%, compared to 44% for phone and 61% for email support. 

Benefits of live chat support 

• 24/7 availability with AI agents (like Freshdesk’s Freddy AI Agent) capable of resolving even complex queries independently. 

• Immediate, real-time support that delivers faster responses than email or phone support.

• Allows human agents to manage multiple queries at once, boosting productivity.

• Provides complete customer insights from integrated CRM tools, website analytics, and other data sources for more context-aware responses. 

Limitations of live chat support 

• If live chat is not AI-enabled, significant staffing is needed to ensure minimal wait times.

• It relies on technical infrastructure, and issues like internet outages or service downtimes can cause interruptions. 

• Sensitive information shared via live chat may be vulnerable to security breaches if not encrypted properly.

With its strong advantages, live chat is an ideal choice for businesses such as eCommerce and retail, where customers frequently use it for product inquiries, quick checkout assistance, or order tracking. It is also effective for proactively engaging with website visitors and collecting quick feedback. 

4. Messaging apps

Messaging apps, especially WhatsApp and Telegram, are highly popular among younger generations for their real-time messaging interface. They take SMS to the next level by allowing users to share multimedia files such as images, videos, and documents. Our customer service statistics reveal that almost 68% of WhatsApp users believe it is one of the most convenient ways to engage with a brand. 

Many businesses are now transitioning to messaging apps owing to their superior engagement rates and rich feature sets. These capabilities make messaging apps an essential for modern customer support operations.

Benefits of messaging app support

• Most users keep push notifications enabled for these apps, making it easier to send proactive messages and receive quick responses.

• Media support allows customers to share detailed explanations of their problems with relevant multimedia files. 

• They can be integrated with AI agents to solve repetitive queries, freeing up human agents for more complex issues.

Limitations of messaging app support

• Managing multiple messaging apps can be challenging without a central help desk software to unify conversations.

• Businesses must comply with the unique security and compliance regulations of each platform.

Messaging apps are ideal for assisting customers in real-time for quick service bookings, complaint registrations, and more. They can also be used to send proactive alerts, such as shipping status updates and downtime notifications, as well as to deliver promotional messages, including sales announcements and personalized offers.

5. SMS 

SMS is a highly effective customer engagement channel, with an average open rate of staggering 98%, according to G2. This indicates that customers interact with SMS more than with other common communication channels, such as email. It allows customers to engage with customer representatives through simple text messages on their mobile devices, making it an immediate and direct way to communicate. 

Benefits of SMS support

• High engagement rates make it ideal for delivering important information and proactive suggestions.

• Versatile in use, from updating customers on orders and delivery information to conducting surveys and sending reminders about sales or special offers. 

• More cost-effective than phone support for direct communication. 

• Allows human agents to manage multiple SMS conversations simultaneously.

Limitations of SMS support

• Unsuitable for lengthy, detail-oriented conversations that require attachments like photos and videos.

• With growing concerns about spam, there is a risk that many service messages may get flagged as spam.

SMS is particularly suitable for industries like eCommerce and shipping, where real-time updates on order status are essential, as well as for financial institutions that send verification codes and transaction details. 

6. AI chatbots 

AI chatbots are becoming increasingly popular among businesses as a customer support tool, offering 24/7 availability and efficiently resolving queries without human intervention. They can be deployed on websites, mobile apps, or other channels, and can also be integrated with live chat, a practice many businesses are adopting today.

These chatbots use artificial intelligence and natural language processing to understand customer queries. Then, they respond with accurate information drawn from the business's integrated knowledge base platform and relevant third-party resources. 

Benefits of AI chatbots 

• Offers round-the-clock support regardless of the customers’ time zone.

• A cost-effective alternative that can handle large ticket volumes simultaneously without additional staff.

• Ability to resolve redundant queries, leaving ample time for human agents to focus on priority issues

• Provides personalized responses quickly by analyzing customer data such as past purchase history, browsing behavior, and more.

Limitations of AI chatbots

• Responses may lack empathy and a human touch, pushing customers to request human agents, especially in sensitive issues.

• Often struggle with complex issues that require human intervention.

• Poorly trained bots can frustrate users with irrelevant or unsatisfactory answers.

AI chatbots are best suited for handling simple and repetitive queries such as order updates, transaction details, SaaS onboarding assistance, troubleshooting guides, and feature explanations. 

7. Self-service portals 

A self-service portal is a branded help center on a company’s website that provides users with resources such as knowledge bases, documentation, FAQs, and other tools to find answers without contacting a customer representative. These portals often include search functionality to help users quickly locate information, track requests, access account details, and submit complaints.

One prevalent trend today is the integration of AI agents or chatbots into self-service portals to enhance their capabilities. This allows users to resolve common queries during their first contact. A notable example is Freshdesk’s Freddy AI that integrates with self-service portals to achieve an impressive 97% first-contact resolution rate.

Benefits of self-service portals

• 24/7 availability ensures customers can get help even outside business hours.

• Reduces agent workload by deflecting common queries.

• Cost-efficient, resolving queries at any scale without additional staffing. 

• Empowers customers to resolve issues independently, giving them a sense of control.

Limitations of self-service portals

• Requires frequent updates to ensure the knowledge base is accurate and relevant.

• It may not appeal to customers who prefer traditional or direct support methods.

• Often provides generic information that may not address user-specific problems. 

A self-service portal should not be an optional feature but an essential component of your support stack. It is suitable for businesses of all sizes and industries, including SaaS and tech companies, educational organizations, and financial institutions. 

8. Social media

Social media support involves extending customer service through popular social media platforms such as Instagram, Facebook, X (formerly Twitter), TikTok, and more. Support teams engage directly with customers through public posts or direct messages, depending on the customer’s preference or the way they submit their queries. 

Most interactions on public posts are visible to a wider audience, which can significantly influence how people perceive your brand. Therefore, prompt and well-thought-out responses are crucial. 

Benefits of social media support

• Provides valuable insights through social media listening tools, helping businesses understand brand perception.

• Publicly responding to customers showcases responsiveness to a wider audience.

• Enables you to reach a wider audience with service announcements such as downtime updates, seasonal sales, and more.

Limitations of social media support

• Public visibility means that negative reviews can harm brand reputation if not addressed promptly. 

• Unsuitable for handling complex issues or sensitive matters.

While social media can attract significant audience attention, failing to address negative reviews promptly can harm your brand. It is best suited for brand reputation management, proactive outreach, and gathering product feedback and insights.

9. In-app support

In-app support is similar to self-service portals in that it includes self-service elements like FAQs and guides. The only difference is that in-app support is built directly into the app or product interface, enabling customers to find answers and get help without leaving the app. In contrast, self-service portals are typically hosted on a separate website or subdomain.

The primary goal of in-app support, especially when paired with live chat, is to provide users with real-time, contextual help without disrupting their workflow or leaving the app. It often combines live chat, AI chatbots, ticket submission, and other features in one place. 

Benefits of in-app support

• Provides a seamless experience with immediate help during the product journey.

• Offers valuable insights about customers by collecting data on user behavior and friction points.

• Combines various channels like live chat, self-service, and AI chatbots in one place.

Limitations of in-app support

• Supports only current app users, excluding those who haven’t purchased it yet, uninstalled it, or are facing installation issues.

• Too many features can slow down the overall app performance and increase latency.

In-app support is best suited for products that require onboarding assistance, guided tutorials, feature adoption help, or real-time troubleshooting.

10. Community forums

Community forums are especially popular among SaaS companies and their users. In these forums, product users, subject matter experts, and sometimes customer service representatives participate in active discussions about the product. Users can post questions, exchange solutions, and share their experiences with the product. 

It is a good practice for support teams to actively engage in these discussions, offering accurate solutions to user problems. This demonstrates how much a brand values customer feedback and can create a positive impression on a wider audience.

Benefits of community forums as a customer service channel

• Allows customers to resolve issues with the help of experienced users, reducing dependence on official support staff.

• Makes customers feel as if they are a part of a community, fostering a sense of belonging and stronger customer-brand relationships.

• Creates a growing, searchable knowledge base for both new and existing customers, as well as for internal support teams.

Limitations of community forums as a customer service channel

• As most answers are provided by peer users, there is a risk of inaccuracy, requiring active moderation by the official support team.

• Not suitable for private, urgent, or sensitive issues.

• With a primary focus on peer-to-peer engagement, the direct relationship between the customer and the brand may be limited.

Community platforms as a customer service channel are best suited for companies with a large, active user base, such as SaaS providers and gaming companies.

How to pick the right customer service channels for your business?

Adopting a multichannel approach can be highly beneficial, especially with growing customer expectations for support across multiple touchpoints. However, jumping on the trend without proper research can be detrimental. Hence, selecting the right customer service channels requires careful consideration of your customers' preferences, your budget and available resources, and long-term scaling plans. 

Here is a seven-step process to help you pick the right channels:

1. Understand your customers

It is important to understand who your customers are and which channels they prefer most. For instance, younger generations may have more inclination towards messaging apps and in-app support, while older generations may prefer more direct channels like phone and email. To gather this information, you can:

• Send customer surveys and feedback forms

• Analyze existing support interactions 

• Review the competitive landscape to see what channels other brands are using 

2. Audit existing channels 

You must assess the support performance on your existing channels before deciding to add new ones. Here are some key metrics to consider when measuring the performance of your current channels:

• Average response time per channel

• Channel-specific satisfaction ratings 

• Ticket volume distribution per channel and usage patterns 

• Operating costs per channel 

This audit will help you identify inefficiencies, pinpoint channels that deserve more investment, and highlight gaps where new channels could add value.  

3. Analyze your business needs 

The product/service you offer plays a major role in determining which customer service channels you should adopt. For example, simple services (e.g., beauty and wellness bookings) can be effectively handled through chatbots and self-service options. 

However, for deep technical support, such as complex product installations that require human intervention, advanced and direct support channels like phone or video calls are essential. Therefore, it's important to thoroughly analyze your business requirements and offerings before shortlisting channels.

4. Check your budget 

When selecting customer support channels, it is important to consider both the cost of integrating that channel and the resources needed to manage it. For example:

• Phone support is resource-heavy, requiring trained staff and infrastructure.

• Self-service portals may have a high initial setup cost but low ongoing expenses.

• AI chatbots require significant investment but are cost-effective in the long run, handling repetitive queries with minimal staffing needs. 

Hence, it is crucial to be realistic and choose only those channels that fit your budget and add real value to your support operations. 

5. Assess staffing capacities

When deciding on the channels to add to your support stack, it is crucial to determine if you have ample resources to handle customer interactions over those channels. Answer the following questions:

• Do you have ample staff in your support team to manage interactions on the new channel?

• Does your existing staff have the skills needed to handle conversations on the new channel?

For instance, phone support demands excellent verbal communication skills, while live chat requires quick thinking and fast typing to handle multiple conversations simultaneously. 

6. Check your platform’s integration capabilities 

The channels you plan to add should integrate seamlessly with your existing systems, such as CRM and customer service software. Many customer support platforms only accommodate a limited set of channels, so if your desired channels aren’t supported, you must ensure you have the resources and bandwidth to switch to an alternative platform. 

7. Launch, test, and adapt 

It is best to start launching new channels, similar to a product feature launch, starting with a small segment of users. Analyze your team's performance by measuring key KPIs like:

• Average resolution times

• Ticket volume handled

• Average handle time

• Customer satisfaction scores (CSAT) 

These insights will help you understand how effectively the channel is serving your audience and how well your agents are managing support operations on it. Once testing is complete, you can refine and adapt your approach to optimize the new channel.

Level up your customer support with Freshdesk’s omnichannel experience

Choosing the right mix of customer service channels for your support stack is essential to ensure your business interacts with customers through the touchpoints they prefer, delivering a better overall experience. However, it is equally important to make sure these channels don’t overwhelm your team, and that every interaction is handled smoothly. 

Freshdesk can help you eliminate the chaos and streamline interactions across all channels in a unified platform.

Freshdesk is a truly omnichannel customer service solution, supporting multiple channels like email, phone, chat, social media, and more. Trusted by over 73,000 leading brands worldwide, it enables businesses to deliver consistent, high-quality support across every channel. 

Powered by Freddy AI, Freshdesk equips your support teams with smart agents like Freddy AI Copilot and Freddy AI Agents to deliver context-aware, prompt resolutions irrespective of the channel. The Freddy AI Copilot boosts agent productivity by up to 60%, while Freddy AI agents resolve queries on first contact, provide 24/7 support, and triage tickets from multiple channels to the right team and agent when needed.

Try Freshdesk and turn every support interaction into a lasting customer relationship. Book a personalized demo today.