While customer service automation does indeed provide the opportunity to do more with less human involvement, organizations shouldn’t look at it that way. Customer service automation and making processes more efficient through the use of technology should be seen as an opportunity to enhance the human element of customer service, rather than diminish it.
Customer service automation makes time-consuming, involved processes more efficient. Self-service tools such as customer service knowledgebases provide the ability for those who want or need a quick answer to get it without having to contact a service or support representative. This self-service convenience reduces the volume of customers and customer service interactions that require or would be enhanced by a human response.
For organizations that view or are working toward exceptional customer service and the customer experience as a differentiator, this reduction in customer service interactions through self-service technologies provides the means for an organization and its CSRs and support agents to better focus on and improve the personal experiences of those customers who do require or desire human interaction, whether its via phone, email, live chat, social media or another channel where the presence or absence of care, kindness, empathy and an exceptional human effort can make or break an organization’s service and brand reputation. When CSRs are less stressed by time-consuming processes and customer volume, they have more time and desire to provide better, more personal attention to every customer.
It’s not just the speed or ease; it’s the good in customer service that people remember. Don’t forget the importance and the potential of the man behind the machine in your customer service processes.
