It’s more than the annoyance of prompts for an account number, zip code, phone number, pin number, birth date, last five digits of a social security number and your bra size (okay maybe not that one but you get the idea).
It’s the false sense of hope once a customer service rep answers. For a minute, customers believe that the rep has power to resolve an issue. They believe that the person will be able to listen to an issue and come up with a human-based answer, not an automated, scripted one.
However, customers soon realize the rep is just a live version of the automated help maze. They see that the person on the line has little to no power, because they are not trained to use their judgment to make a decision. They must rely on scripts and cookie-cutter answers for questions that are not cookie-cutter.
If your company is going to hire people for customer service, empower them to make decisions (Zappos is my favorite example of this). If you don’t feel your reps can handle making decisions, then hire new people with competent judgment skills. Stop giving your customers a false sense of hope when they hear a person. It’s not fair to them and it’s not fair to your reps that have to deal with irate customers.
Here are other things you can do to improve the customer service experience:
- Don’t ask customers to repeat the information they just entered into your automated system.
- Use a CRM (customer relationship management) system to record your customer’s history. That way your customers won’t have to rehash previous problems or conversations with other reps.
- Insist that all reps are nice to clients (And no, this is not a given. I’ve had reps hang up on me and I was not irate).
- If you are going to use a survey to evaluate your efficiency, use questions that will offer productive feedback. Instead of “Were you happy with your service today?” try “What part of your experience could have been better?”
- Hire happy people.
- Monitor what people are saying about you online (Twitter, Facebook, etc.).
- Don’t use generic answers (e.g. Our policy states…).
- Find reasons to say yes to customers’ requests.