Customer [self-]service

July 15, 2009

According to Wikipedia, Customer service is the provision of service to customers before, during and after a purchase. Or, as Wikipedia also cites (and the way I wish more companies would see it), “Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation.” (Turban, 2002)

In an attempt to save money, many companies have taken to automate more of their processes, including customer service. Grocery and hardware stores now have self-checkout lines, airlines allow online boarding and bag check, most companies have an automated phone system, most product websites have FAQs and forums to help consumers with product issues, and the list goes on.

I don’t have a problem with automation, but I do have a problem with 1) poorly designed automation, and 2) automation that is aimed at actively keeping the customer from talking with a representative. Businesses need to look at automation as a means of enhancing customer satisfaction and then as a way of saving money, not the other way around.

Bad example #1: self-checkout at the grocery store

I was skeptical the first time I saw a self-checkout line at the grocery store (and later started seeing them at the hardware store). Then, I used one. If you have a handful of items that are relatively small, pre-packaged, self-contained, not on sale, non-alcoholic, and with clearly labeled bar codes, then the process goes quite smoothly. If, on the other hand, you don’t follow all of those rules, then be prepared to wait and be annoyed. Of the times I have tried to use the self-checkout, I have only once been able to go through the entire process without having to call on a service representative for help. Of the times I have needed help, it would have been easier for me to just wait in line at the regular checkout line.

The problem: too much expected from the customer, slow and error-prone process, many product limitations

The solution: utilize a faster product recognition technology (like RFID), improve the software used to determine when a product has been scanned and placed in bag, hire more employees to staff the checkout lanes.

Bad example #2: self baggage check-in at the airport

The airlines do a pretty good job of allowing you to do early check-in and print your boarding passes online, but they are lagging behind when it comes to their self-baggage check service. Not only do we pay more for checked luggage, but we do so with less customer service. During my recent trip to Seattle, I had to check two bags. Using the online bag check service I paid the fees and printed out the receipt. Upon arriving at the airport, I still had to wait in line and talk to the same [understaffed] customer service representatives that I would have talked to had I not used the online service. What exactly did I gain by going online early? In this case, not much.

The problem: more fees, less customer service.

The solution: better staffing and a priority for those who use the online service.

Good example #1: Don’t call us, we’ll call you (Amazon)

Have a problem with a product you purchased from Amazon? don’t call them, they’ll call you. Go to Amazon’s online service site and click on the “Call Me” option. You can even choose when they will call you (now, 5, 10, or 15 minutes). Recently, I had a problem with my Kindle and used this option and was blown away by the efficiency of the process. I still had to wait for about 45 seconds before I was connected with a live person (a combination of the initial automated message and a slight hold), but the turnaround time was incredible. This truly is customer service aimed at enhancing the level of customer satisfaction.

The good: customers can be placed in the queue and have information given to the phone rep using a much more flexible interface (interactive web page vs a linear phone menu) before even picking up the phone.

The bad: still a slight hold period.

Historical timeline

This is not the first time that automation has changed the face of how consumers interact with businesses, and it won’t be the last.

• 1916: Piggly Wiggly opens the first self-service grocery store
• 1949: first self-service gas station opens Canada (the U.S. saw its first in 1956)
• 1963: AT&T patents Touch-Tone, which allows for automated phone menu systems
• 1967: first successful ATM installed (1939 saw the first ATM, but it failed due to lack of customer acceptance)
• 1992: first online store opens (Book Stacks Unlimited)

Automation saves money, and we’ll be seeing a lot more of it in the future, my hope is that it will be designed and implemented with the customer in mind first, not the bottom line. When shopping, I vote with my money and choose to avoid businesses that place bariers between me and a pleasant business experience.

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