I have had a poll on my page for a few days now asking people which level of service they prefer when calling a company. I have also hosted several discussions about the topic. The result was somewhat surprising. The stats (at time of this article) were a lot closer than I expected between waiting to speak with a live person, and using an automated system that has the option to speak with a person.
I believe that the automated system is a necessary avenue most companies need to explore during this penny-pinching economy. If it is structured properly, it is quick, convenient, and available whenever I need it! Unfortunately, most are not structured properly. There are pretty much two primary purposes for using this kind of system.
1. Informational/Bill Pay - This option will give the caller such things as; location, directions, business hours, account information, other FAQ's. Most of these are structured in such a way that are quick and efficient for callers to use.
2. Call Filtering - This option typically gathers basic information about the incoming caller to give it direction to the proper department. This is where real problems start. A big issue I heard, was that the information given to the computer, is almost always repeated in its entirety to the live representative. Consumers find this to be very impersonal, repetitive, and frustrating.
My purpose for this article is actually a little different than you may be expecting thus far. Retail nowadays has become very impersonal, all in the name of speed, convenience, and penny-pinching. Several responders to my discussions said that they would hang-up as soon as an automated system came on the line and start looking for other places to take their business. It doesn't matter how convenient it is, people will wait for that personal touch, but that personal touch is gone. Many retailers are pushing client programs that try to capture the repeat business of their best customers. It is a common saying that 80% of your business comes from 20% of your customers. Not today it doesn't!! It's those other 80% of your customers that are demanding more of your service and time, and will be generating a much larger chunk of your business.
Technology has given us so much in the way of convenience. Almost 20 years ago, I was told that business would be entirely web-based by now. Obviously people want that personal interaction, as malls popped up in every neighborhood. The line where technology ends and our customer service begins needs to be reevaluated . Is it worth losing business because someone broke their phone in frustration in dealing with your "I am sorry, can you please say that again?" Management at every level needs to take a step back, put on their customer's shoes, and walk a few miles. We all may not work at a bar is Boston, but we all want to shop at the place "where everyone knows your name"!
I believe that the automated system is a necessary avenue most companies need to explore during this penny-pinching economy. If it is structured properly, it is quick, convenient, and available whenever I need it! Unfortunately, most are not structured properly. There are pretty much two primary purposes for using this kind of system.
1. Informational/Bill Pay - This option will give the caller such things as; location, directions, business hours, account information, other FAQ's. Most of these are structured in such a way that are quick and efficient for callers to use.
2. Call Filtering - This option typically gathers basic information about the incoming caller to give it direction to the proper department. This is where real problems start. A big issue I heard, was that the information given to the computer, is almost always repeated in its entirety to the live representative. Consumers find this to be very impersonal, repetitive, and frustrating.
My purpose for this article is actually a little different than you may be expecting thus far. Retail nowadays has become very impersonal, all in the name of speed, convenience, and penny-pinching. Several responders to my discussions said that they would hang-up as soon as an automated system came on the line and start looking for other places to take their business. It doesn't matter how convenient it is, people will wait for that personal touch, but that personal touch is gone. Many retailers are pushing client programs that try to capture the repeat business of their best customers. It is a common saying that 80% of your business comes from 20% of your customers. Not today it doesn't!! It's those other 80% of your customers that are demanding more of your service and time, and will be generating a much larger chunk of your business.
Technology has given us so much in the way of convenience. Almost 20 years ago, I was told that business would be entirely web-based by now. Obviously people want that personal interaction, as malls popped up in every neighborhood. The line where technology ends and our customer service begins needs to be reevaluated . Is it worth losing business because someone broke their phone in frustration in dealing with your "I am sorry, can you please say that again?" Management at every level needs to take a step back, put on their customer's shoes, and walk a few miles. We all may not work at a bar is Boston, but we all want to shop at the place "where everyone knows your name"!
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