I was recently at my parent’s house discussing how they
believe modern technology has taken the customer out of customer service with
all the automated phone systems and voice recordings they have to deal with on
a daily basis. My dad, who is in his 70’s,
explained that his recent encounter with his satellite television provider was
a prime example of how the customer is not the priority anymore. My dad explained, “Last week our television
kept losing its signal so I decided to call our satellite provider. I dialed the toll free number and immediately
I was connected to an automated system.”
He said, “I tried listening to what the computer voice said and it told
me to enter my telephone number or account number on the system. I proceeded to enter my telephone number
using the keypad on the phone and then the automated system wanted me to say
what issue I am currently experiencing.”
I said, “No signal.” There was a
pause and the automated system said, “What issue are you currently
experiencing?” I again said, “No signal.”
Again, there was a pause and the system said, “New Service.” I said, “No new service, no signal.” The system responded, “You are already a
customer, main menu.” My dad continued, “I
tried hitting zero and hoped to speak to a person to explain my issue but then
the automated system said , “Invalid entry, main menu” My dad said, “I hung up. I couldn’t handle this anymore. I decided at that point I am cancelling my
service. I have had them as a satellite
provider for over 12 years but I felt I wasn’t valued.” “I found the mailing address of my satellite
provider, and I sat down and wrote a letter.
Indicating that I no longer want
their service.” “After I completed my
letter I called a cable provider in my area and to my surprise a welcoming person
answered the phone and discussed my needs.
I was impressed. My dad then went
on to tell me, “Get rid of your satellite provider because they don’t value me
as a customer. “ I didn’t change but the
situation my dad experienced will not be forgotten.
My father, like many people today, get frustrated with the
inability to speak to someone immediately regarding their concern. Also, many people like my father, make their
buying decisions based on the level of service they receive. Live communication is essential to satisfying
the needs of your customers. A recorded
phone system or voice mail not only provides poor service to your customer but it
will frustrate and irritate your customer as well. The impact of the customer not buying from
you because there is not a person answering and listening to your customer’s
concerns is huge, but the impact of that same customer telling their friends
and neighbors, via social network and word of mouth, can be even larger.
