As marketing professionals, we understand the importance of the human touch, listening, and the value of connecting with our customers. However, two recent incidents have alarmed me about the evolving state of customer service and communication.
AI is to blame on one front and distracted listening on the other.
AI and Chatbots
Let’s start with my AI experience with a chatbot.
About a month ago, I ordered an undergarment from a company blasting social media and television about their revolutionary products. Satisfaction guaranteed.
I was intrigued and placed an order. The garment arrived, and I’ve worn it several times. Unfortunately, the innovative material did not hold its shape. So, I went online to chat with a representative about my problem and asked for a refund. The conversation was frustrating at best. Even though I explained the situation, the response was that you must send a picture before we consider a refund. I further explained the photo of the garment alone would not show a defect—it’s how it fits my body, and I wasn’t willing to take pictures of myself in the undergarment.
That’s where it got ugly. I was told, “It’s just a photo,” and “It’s our policy.” That’s when I lost my cool and explained in no uncertain terms that their photo policy was ridiculous. The agent got really snarky and told me it was up to me to leave happy or not. I sent the photo. (Not me wearing the garment.) Her parting shot was, “Perfect, teamwork works! ”
When I ended the chat, a prompt asked me to rate my experience with the bot.
I almost fell out of my chair! Really, I had been talking to a bot the entire time. No wonder it was a frustrating experience. I felt no one was listening to me. A human would have exhibited more empathy, even if they had to hold to the company’s policy. Additionally, I wouldn’t have been so angry.
Is this the future of customer service? A recent Forbes article about this subject says no. In fact, many companies are redesigning customer service jobs to free up humans to focus on more creative and engaging tasks. However, unlike automated solutions, human beings can demonstrate empathy, which is crucial in creating a connection.
This company is missing the mark.
Listening Before You Respond
The second incident stresses the importance of genuinely listening to the customer vs. reading off a script.
A couple of months ago, my husband and I bought a whole-house generator. It was a significant investment, but the right one, given weather extremes and power outages.
All was good, except I hadn’t received any communication from the loan provider about when the first payment was due and how I could set up auto payments. So, I called the loan provider. This time, I did talk to a real person, and she was friendly.
I explained that I was concerned I had not received any emails about my loan payment, but I knew a due date was approaching.
After asking me twice to confirm my email address (they had the correct address), she stated, “I see we sent an email invoice on October 3. Did you get it?
What? Didn’t I say I had not received any communication?
She responded, “Do you want to pay your invoice now?”
“Not without receiving an invoice first.”
“But you can pay it now, and your next email invoice will arrive on November 3.”
Once again, listening would have avoided the frustrating exchange.
I tried again by stating, “If I didn’t receive the October invoice, why do I think I’ll receive the November invoice? Would you pay a bill without an invoice?”
That’s when she got the message, and magically, the invoice appeared in my inbox.
At the end of the call, the agent did three things that show a commitment to customer service.
- Apologizing for the confusion.
- Asking if I had any more questions.
- And could she be of additional help?
Ah, the human touch. Yes, the conversation was frustrating, but because I was talking to a human, I felt heard and respected.
The Future of Customer Service
Whether your business is experimenting with AI or conducting research, a positive customer experience remains the number one indicator of a company’s continued success. Don’t sacrifice loyalty and your company’s reputation for perceived efficiency and short-term cost savings. As noted in a recent HubSpot blog, many marketing professionals believe AI will leave customers less satisfied, and the customer experience will be too impersonal.
The bottom line: Happy customers = brand loyalty and consistent profits. Don’t leave your success in the hands of automation.
Yvonne Levine, president of YGL Enterprises, Inc., is a strategic marketing consultant who collaborates with B2B businesses to develop and execute successful marketing strategies, branding initiatives, content creation, and digital marketing plans. Her mission is to help companies devise a targeted strategy first, which creates a strong foundation for tactical decisions and drives brand awareness and positive results. Follow Yvonne on LinkedIn.