Customer service at a call center is defined as the process of waiting for people to call in with a question and then answering the question or solving the caller’s problem. A high-touch customer service can be regarded as an advanced version of the traditional approach. In this kind of approach, the basic aim is to anticipate what questions or issues callers will have at different instants of time. A high-touch customer service also means evaluating ‘first-call resolution,’ which is resolving the callers’ issue the first time they call. Simply put, high-touch customer service is a category of contact center interaction that requires human interaction. Some contact centers train specific agents to deal with high-value customers and complex problems in order to achieve maximum customer satisfaction.

Software technical support systems employ a grading system for customers. According to this system, the low-touch requests may be handled through mediums such as an online community FAQ section or a customer self-service portal. Such that low-touch customer service often enlists FAQ sections or knowledge bases of articles with how-to answers. On the other hand, the complex issues may require the high-touch approach of a customer service agent who is well-trained in resolving these kinds of problems. In other words, high-touch solutions almost always require human intervention and guidance from a customer service agent for query resolution.

In order to anticipate the problems or issues that customers may have, a thorough study of the data accumulated over time needs to be done. This data is generally based on the types of questions for which the customers contact the call center. This can help identify areas of the program that require more detailed descriptions and information. This data can also be used by the call center employees for reaching out and educating members or customers in a more personalized and proactive way.