Techiebytes

All too often I run into situations where technology is used to replace customer service rather than enhance it. In our hustle and bustle world, it’s very easy to justify a technology solution as good for business merely because it reduces overhead. We neglect to evaluate the real impact to our customers, then rationalize that automation will reduce frustration and increase satisfaction. The reality is, problems don’t usually fit a designed pattern and technology can’t think for itself.

If an organization has a reoccurring problem that can be corrected through customer service automation then the problem can most likely be corrected in a better way without negatively impacting the customer. Automating a response to known problems is not finding solutions, it’s just masking or ignoring the cause.

One of the most common forms of poor customer service automation is a phone tree. Nothing escalates a frustrating situation more than making someone navigate a process that forces them to self-diagnose a problem before speaking to someone that can resolve it. Another frustration comes from broken web based customer service tools. If companies must utilize the web in an attempt to answer questions then have a frequently asked questions page, and test your customer service tools regularly to ensure they are working. I recommend that any customer service representative or customer service manager test automated systems weekly. Nothing humbles a person quite as quickly as eating their own dog food. Empathy for the customer starts with understanding that they want to communicate frustrations, not deal with vague emotionless technology solutions.

Honestly, as a consumer I see the negative effects technology has on customer service almost daily. It seems that I’m inconveniencing the store clerk if I disrupt a cell phone conversation or texting session and attempt to purchase an item. I’m transferred endlessly when attempting to correct simple billing issues or check a credit card balance. I’m forced to utilize online forms or e-mail to request additional information about a product or service rather than simply making a call. I understand that I can be abrasive when I’m frustrated, but does that mean I don’t deserve a positive customer experience?

Have companies, or people in general lost the ability to manage frustration or deal with conflict? Is it acceptable to use technology as a crutch rather than to deal with problems or requests as they arise? Is the cost-savings significant enough to compensate the lost business with poor automated customer service delivers? Why do I need to know an extension to call somebody at their office – don’t we all have names? I know who I am!

I’m the customer, I believe in the old adage “The customer is always right.” I’ll continue to use the checkout lines, pay for my fuel in the store, and press 0 repeatedly to escape your phone tree. I’m a technologist and I’ll not only explain my original frustration but continue on, explaining technology shouldn’t replace customer service but enhance it. I’m a proud employee of The Ohio Society of CPAs, an organization that still has a human answer the phones, and a staffed member service center to answer customer’s questions.

Before you consider automating customer service or communication services, think about the bottle necks and frustration they might cause. If you have systems in place, what’s your testing policy and when were they last tested? Eat your own dog food, find out how hard it is to navigate your own systems and get satisfaction.

Filed under: Technology Tagged: | Customer Service