Technology versus customer service

Customers often feel a loss of control when they are dealing with an organisation or service provider over the telephone. Today's technologically driven yet somewhat impersonal culture has caused customers to experience what is commonly described as a loss of the "human touch" from their service providers. High technology coupled with a genuine personal touch factor serves as a good combination; however, when technology is mixed with low personal touch, it can be disastrous.

A lack of human touch can cause us to lose our customers, especially if customers feel a sense of loss. Indeed, in any form of contact with our customers, what they wish for is a human presence - someone to understand their needs and concerns, someone who is able to solve the problem directly without having to transfer the customer from one department to another. This principle of seamless transitions is otherwise known as One Voice.

One Voice refers to a system that provides the customer with the convenience of sharing his/her inquiries or predicament relating to a product or service just once with the service organisation's reception; the customer is subsequently put through to the relevant department to receive immediate measures for a solution.

I am sure you have experienced this before as a customer, having to reiterate the same story across a few departments within the same organisation, only to be misunderstood or cut off in the transfer process, which puts customers in fear and gives a sense of loss and frustration. It is important to note that customers want to have control. Customers often feel a sense of loss when they have been transferred from one department to another, and they need assurance of their sense of control during the process of connecting to the right party.

Some steps to help customers retain a good sense of control include the seeking of permission before transferring their call, getting back to customers on hold within 20 seconds, informing the colleague from the relevant department about the nature of the customer's call before transferring, and offering to call the customer back later to verify whether they have received the help requested.

A seamless connection will prevent customers from feeling a sense of loss.