Despite the many digital channels available for customer service, many feel that getting support from their favorite telecom provider, bank, or even government office is becoming a struggle.

We live in a time when customer service is supposed to be faster, smarter, and more convenient than ever. Companies and government offices have invested heavily in digital channels, including AI-powered help desks. And yet, for many customers, getting help still feels like navigating a maze blindfolded. So, what is going wrong?

Customer service channels come in many forms today, including the traditional in-person visit to a brick-and-mortar office. They can be multi-channel facilities, meaning customers have a choice of channels, but should expect different experiences on each one. Or they can be omnichannel platforms that also involve many service platforms, but are integrated and provide a better view of one’s engagement history.

On paper, digital channels promise instant access and seamless resolution. But in practice, they often fall short. For baby boomers, phone support remains essential, as they are more comfortable with it. But it may mean dialing many times to reach someone to talk to. That exercise may take up the whole day. Or one can be put on hold for a long time, or even asked to use their mobile app instead. And if you are calling to report a lost credit card, chances are your card may have been compromised before you hear a voice at the other end of the line. Often, it is not a human voice you actually hear. These companies do not seem to understand that seniors find navigating mobile apps too complicated.

These modern channels are designed to provide customers with quick, flexible options beyond the traditional phone call or email. Companies integrate phone, live chats, email, AI-bots, social media support, and the usual branch assistance. Government offices are beginning to complement telephone and email with online forms and increasingly live chat options.

While these channels provide unprecedented convenience and choice, they also create complexity. Many companies rely on chatbots to handle first-level queries. But when bots fail to understand the issue or loop users through irrelevant options, frustration builds quickly. Customers often end up repeating themselves or abandoning the chat entirely. Empathy or the human touch still matters. Automated systems often miss the nuances of a customer’s situation, leaving them frustrated.

Self-service portals and mobile apps are meant to empower users. But when interfaces are cluttered or unintuitive, customers struggle to find what they need. A simple task like updating contact information can turn into a scavenger hunt. Unstable internet connections may also make matters worse. A lot of times, you will need to redo all the online forms when the connection is back.

Multiple service channels can be challenging if they do not actually talk to each other. You start a conversation with a chatbot, which inevitably fails to understand your nuanced problem. It then "escalates" you to a live chat agent, who asks you to re-explain everything you just typed. Then, for good measure, they suggest you call a phone number – where you, you guessed it, start from scratch with a new person. This is not omnichannel; it's a digital mirage that promises convenience but delivers fragmentation. The context, your precious time, and your patience are all lost in transition.

Then there is the self-service illusion. Companies push FAQs, hoping you will find your own answers. And for simple things, it works! But for anything slightly complex or unique, these resources often fall short. The result? Customers spend precious time fruitlessly searching, only to end up back on the phone, feeling more frustrated than when they started. It’s like being handed a map to a treasure you suspect is not there.

So, if all these advanced tools are in place, how do companies truly know if they are actually helping or just creating more headaches? Understanding the common challenges customers face and how companies can detect and address these issues is key to transforming customer service into a genuine positive experience.

Companies need to walk in their customers' shoes literally. Pick a common scenario – like disputing a bill, reporting an outage, or applying for a specific government service – and track a hypothetical customer's path through every single channel. Where do they get stuck? Where do they have to repeat information? Are the self-service options genuinely helpful or just a dead end?

Fixing customer service is not just about upgrading tech—it’s about designing experiences that work for real people, taking into account age demographics and preferred channel choices. It is not about the cheapest way to engage with clients. It’s about creating a frictionless and timely experience where the customer feels understood, respected, and empowered.

Their CEOs should try to see for themselves how their service channels are doing.