Summary
At this point one might see how this story could devolve into a rant about airline service, or the lack thereof, but the problem was not the airline's unresponsiveness. Rather, it was the lack of forethought about how customers, and potential customers, would use the CSS day in and day out. When I dialed into the automated attendant system, the IVR system asked me to respond verbally to its prompts.
Customer self-service applications, designed to actually help customers solve their own problems while increasing enterprise efficiencies, often -- maybe even usually -- get in the way of achieving those goals. The technology is not to blame. The real culprit is strong technology coupled with a lack of basic common sense applied to the user experience. To successfully design customer service processes, customer support managers must put the system through its paces in all of the frequently occurring situations. Technology vendors -- the manufacturers of the IVR, CRM, and contact center systems -- all have user-experience engineers on staff. It is high time that the companies implementing such technologies in hopes of providing superior customer support follow suit.See the full content of this document
Extract
Hell's Bells
IN AN EPISODE of Angel, the defunct TV series about a supernatural detective, the eponymous hero becomes lost in the maze of an evil law firm's customer self-service phone system. While tryi...
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