TECH4GOOD
Customer service is meant to resolve issues and foster trust, but it becomes a source of frustration and disappointment for many. From endless hold times to system glitches that leave you hanging in the air, countless horror stories highlight the struggles customers sometimes face when seeking help. Imagine being stuck on hold for hours only to be disconnected or dealing with a representative who dismisses your concerns with scripted responses. These experiences waste time and erode brand trust, leaving customers feeling unheard and undervalued. Such tales of poor service underscore the urgent need for companies to prioritize empathy, efficiency, and accountability in their customer support systems.
I recently had some very frustrating experiences with automated customer service support. One concerns my credit card issued by one of the country’s leading digitally-transformed universal banks. I usually receive my monthly statement, both by mail and via SMS but this month, I did not receive any. The bank’s mobile app is the other option for me to check the amount due. I have three credit cards issued by the bank, but only two are registered in the mobile app. The only option I had was to call their customer service hotlines.
After several tries, I finally got through their hotline and was asked to navigate the service options available. In the middle of the call, I suddenly heard a voice saying that a technical error had occurred and that my call would be terminated. Surprised, I tried again several times only to be told that the information I had entered could not be processed. At that point, I have not yet entered any information except for the numbers assigned to each option. Then, the same message says a technical error has occurred, and the call will be terminated. It was so frustrating. I just wanted to know how much I am supposed to pay and the due date.
Another terrible experience I recently encountered was with a telephone company. The customer service contact number provided was always busy. Finally, I heard a voice telling me my call was in the queue. After that, I was left listening to the same awful music for minutes, only to be disconnected. After several retries, I was finally made to go through several levels of service choices. Expectedly, I got lost trying to navigate the choices and had to repeat the terrible experience several times.
It is hard to believe you would get this kind of terrible service from two leading brands in the Philippines. It seems that they prioritize customer service at the lowest level. They may have just dumped the whole customer service process to their chosen outsourcing partner because of cost considerations. They probably missed using a human-centered design framework when they developed the process.
Companies should implement better call routing systems that prioritize urgent issues and provide estimated wait times to alleviate this issue. It would also help if their executives would occasionally go through the call just to check on the kind of experience their customers are getting. Additionally, offering callbacks instead of forcing customers to remain on hold can enhance the overall experience.
A friend faced the same frustration when he called to seek help setting up his new device. When he reached out for support, he encountered an agent who recited scripted responses without addressing his specific concerns. This lack of personalization made him feel unheard and disillusioned with the brand. Encouraging representatives to engage in active listening and allowing them some flexibility in their responses can lead to more meaningful interactions. Companies should focus on training staff to understand customer issues deeply rather than relying solely on scripts.
The use of service chatbots is becoming very common these days. However, in many instances, it becomes an emerging issue in customer support. Many people have horror stories about chatbots being unable to comprehend questions, leading to further frustrations. The lack of effective support can turn excitement into disappointment. While chatbots can efficiently handle basic inquiries, they should be designed with advanced natural language processing capabilities to understand the context better. Additionally, it is essential to provide an easy option for customers to escalate issues to human agents when needed.
Horror stories that emerge from customer service interactions serve as glaring reminders of the critical role that effective customer service support plays in shaping customer experiences and brand loyalty. These narratives of frustration, miscommunication, and neglect highlight the urgent need for brands to reevaluate their customer service strategies. Ultimately, prioritizing exceptional customer service is not just a business necessity but an opportunity to build lasting relationships with customers who expect to be treated with respect and care.
(The author is executive member of the National Innovation Council, lead convener of the Alliance of Technology Innovators for the Nation (ATIN), vice president of the Analytics and Artificial Intelligence Association of the Philippines, and vice president of the UP System Information Technology Foundation. [email protected])