What is the right level of automation for Customer Support?
I recently had a lot of time (while waiting on “hold”) to reflect on this question.
About a month ago, I bought an annual license for an accounting product. When I tried to use the software, the key provided did not work, and I spent many frustrating hours getting it sorted out. The saga of how I got this rectified is uninteresting, except at a summary level.
Here was a completely well-intentioned and thoughtfully-designed customer service experience that delivered a very poor result.
The one thing that I needed – a human who could understand this issue and was also empowered to fix it – laid so, so many layers deep behind the many lines of support between my initial contact.
The promises of AI, the reliance on self-service help resources, and the move to ticketing frameworks (often built on off-shoring) are like catnip to executives looking to eliminate costs.
They are also often a lethal combination.
At Gain, we will never move away from dedicated, live, human support. Nor will we look to economize by moving to a ticketing system leveraging off-shoring. It seems pretty obvious to me that our approach – dedicated representatives for each account, known and easily reachable – delivers the best customer experience.
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