In today's globalized world, companies increasingly look beyond traditional U.S. business hours to better serve customers across multiple time zones. The demand for 24-hour customer service is rising, but is it really necessary for every business? 

Determining the right answer for your company comes down to understanding your customers and their expectations.

What Is 24/7 Customer Support?

Offering 24/7 customer support refers to around-the-clock customer care that's available in real time to address customer concerns — regardless of holidays, weekends, or differing time zones. 

24/7 support doesn't necessarily mean having live agents available for live chat or phone support at all times — many businesses leverage AI chatbots, automated response systems, and comprehensive knowledge bases to provide support outside of normal operating hours. 

However, it’s important to note that customers are becoming increasingly frustrated with AI-only customer service options, and the best CX relies on humans and AI working together. To offer true around-the-clock service from human representatives, many companies supplement their in-house support with outsourced teams.

When Do You Need to Offer 24/7 Customer Support?

Companies might consider offering 24/7 customer support for various reasons, including:

• Your Company Is Growing / Scaling — As your business scales, demand for 24-hour customer care may increase significantly. New product rollouts, seasonal peaks, or rapid spikes in customer acquisition can lead to a surge in inquiries, and to meet customer expectations, you may need to scale up your customer support services — including expanding service hours.

• Your Industry Requires 24/7 Support — Industries like fintech, healthcare, and travel might call for immediate live support due to the critical, time-sensitive nature of their services. Understanding your industry's demands can help determine whether you need to provide customer support around the clock.

• You Service Customers In Multiple Time Zones — If your customer base spans multiple time zones, providing support in local time becomes vital. While it’s tough enough to service all U.S. time zones, the challenge becomes even more daunting for global companies.

• You Offer Premium Products / Services — The type of product or service you offer is another factor to consider. High-end products or services often demand 24/7 live customer support, and some customers are even willing to pay more for direct access to a person rather than dealing with automated and self-service options. Importantly, some customers’ expectations for a $10 purchase may well be the same as for a luxury subscription — so even if your products or services are not considered premium, that doesn’t necessarily mean your customers don’t demand 24/7 support. 

• Your Competitors Offer It — Take note of what your competitors are doing. If the competition offers 24/7 customer support and you don't, a customer may switch simply because their support is more accessible — resulting in lower Lifetime Value (LTV) and higher churn rates.

• Your Customers Demand It — Your customers’ expectations should always guide you. If you’re receiving customer support requests around the clock or negative feedback about your customer care hours, it’s time to consider 24/7 coverage.

Benefits of Offering Around-the-Clock Customer Support

While 24/7 support requires additional resources and workflow adjustments, for many, these benefits outweigh the costs:

• Meeting Customer Expectations — Customer expectations have changed over the years, with a rising demand for instant access to services and support. 24/7 availability has the potential to drastically enhance your Customer Satisfaction (CSAT) scores.

• Minimizing Backlogs — Traditional service hours often result in a backlog of requests accumulating overnight or on weekends. By implementing continuous service, you’ll distribute this workload more evenly across time zones, preventing congestion and ensuring consistent service delivery.

• Serving International Markets — Businesses are increasingly serving a global market with customers spread across varying time zones. A follow-the-sun model of 24/7 customer support ensures you can cater to these international customers whenever it's convenient for them.

• Offering Premium CX — Some companies offer round-the-clock support as part of a premium package, which encourages customers to upgrade their service tiers and creates an opportunity to enhance LTV. 

• Staying Competitive — Whether it's expected within your industry or a unique selling proposition that differentiates your brand, 24/7 support can bolster your competitive edge. 

Is 24/7 Customer Support Right for You? Let's Chat

Deciding whether to implement 24/7 customer support requires careful consideration of your business needs and customer expectations. Though it may raise operational costs, it can also deliver significant advantages, including higher CSAT scores, reduced backlogs, and competitive advantages, especially in international markets.

If you're considering making the transition to 24/7 customer support, SupportNinja can help craft a custom strategy. Our services go above and beyond the standard SLA so you can focus on what matters — growing your business.