It is easy to talk about customer service when you are talking about face-to-face interactions. It is more difficult to talk about customer service when it comes to automated interactions. The best customer service is that which is adapted to each customer. The Disney Parks have it right when they deliver mass market entertainment and experiences tailored to each individual. It is hard to do, but if you get it right, you will win over more people than you drive away.
Companies move to automated answering services to save money, but the services seldom get it right. Voice activated services do not understand what is being asked, and “choose a number” services do not have the category that fits the customer’s need. The problem is within the limitation of automation and telephones.
While companies switch to automated answering services for the phone, they use the Internet because their customers demand it. However, it takes a savvy company to be able to get people to continue to come back to the website time and again. The website could use Java or any number of programming platforms. However, to be successful, it needs to be clean, easy to navigate, and intuitive. Nobody wants to waste time trying to find something on a website. That is why it is important for every company to use a programming platform that makes it easy to find the information that the individual needs. The more that the experience can be tailored to individual users, the more success the company will experience. Making the customer number one should be the top priority of any company.