Contact Levels and Their Impact

The level of customer service a company provides is a determining factor in conflict management, as it sets expectations and the nature of the interaction.

Not all customers or situations require the same amount of human intervention.

There are three main levels of contact, and understanding their characteristics helps professionals adapt their strategies.

The first level is "no contact," where the interaction is completely automated.

In this model, customers resolve their problems themselves through self-service tools such as knowledge bases, FAQ pages, or chatbots.

Conflict at this level arises when information is unavailable, ambiguous, or the system fails, forcing the customer to search for a solution that the system cannot provide.

The strategy here is to ensure that the information is complete, clear, and easy to find, minimizing the need for human intervention.

The second level is "low contact," which involves minimal human interaction, but crucial.

This model prioritizes speed and efficiency, and the goal is to resolve the issue quickly or direct the customer to a self-service solution as soon as possible.

A common example is a store with self-service checkouts: human help is available, but the goal is for the customer to use it as little as possible.

Conflicts at this level are usually related to a lack of speed or problems that human assistance cannot resolve immediately, generating frustration.

The third level is "high touch," reserved for VIP customers or for high-value and sensitive situations.

In this model, human attention is meaningful, personalized, and detailed.

A dedicated account manager or representative takes care of the customer's needs, which strengthens the relationship and trust.

Conflicts here are usually complex, with high expectations for attention and personalized solutions.

The strategy for these types of interactions is to use empathy, detail in communication, and a total commitment to resolve the problem as quickly as possible. complete, demonstrating that its importance is a priority.

It is important to note that the level of contact is not directly related to the type of customer (single, multiple purchase, or subscriber).

A single-purchase customer of a high-value product, such as a luxury car, may receive "high-touch" service, while a subscriber of a low-cost service may have "low-touch" or "no-contact" service.

The choice of care level depends on factors such as purchase value, product complexity, or strategic importance of the customer, which determine the appropriate approach to resolving their conflicts.

Summary

The level of care determines the expectations and nature of the interaction. The "no-touch" level is automated and relies on self-service tools. Conflicts arise when the system fails or the information is ambiguous.

The "low-touch" level involves minimal and efficient human interaction. The goal is to resolve the issue quickly so as not to frustrate the customer with a lack of speed.

The "high-touch" level is personalized and reserved for VIP clients or complex situations. Here, the key strategy is to use empathy and detailed communication to demonstrate that their issue is a priority.