I heard on the radio not too long ago that companies save huge amounts of money by not talking directly to the customer. It’s true. A company can save upwards of $6 per call. That is why automated directories are now widespread. But people still just want to talk to real live people to resolve their issues. I, for one, have gotten quite good at pressing the right keys to get to a person the fastest. The number 0 usually does the trick.
Today was different. I decided to try the website approach. You know those "email a representative" links on websites that nobody ever uses? Yep, I clicked on that and asked my credit card company a total of two questions, which were in turn promptly answered. This experience restored my faith in alternatives to calling humans. Indeed, using websites gives you access to more helpful and better organized information than is possible by talking to someone over the phone.
But here’s the problem: people are going to need an incentive to switch to addressing their problems online because it takes time to search the website, figure out their organization and wait for a response (which could take upwards of a couple days). The only reason I tried the email approach today is I was curious. Notwithstanding this problem, I think I know of a way that companies can incentivize customers to email them: pay them cash to resolve their complaints online. I know, you’re thinking that there’s no way to prevent abusers from gaming the system to get money. But the solution lies in making the price low enough that people won’t want to ask questions, but high enough that will attract people to go online.
I will be the first to say that I hate waiting for answers. When I have an issue, I want it resolved right then and there. But in reality, in a lot of instances, the problem is not immediate and going online can be much more efficient. I would be willing to jump through some hoops and be patient if the price is right. I think a lot of others out there are too.
Thursday, January 27, 2011
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The trick here is for customers to know the line between an immediate and a non-immediate issue. Most customers would just call CSRs directly, which is why email representatives have always been "second choice." Perhaps marketing the email rep service should also be done by businesses for their clients to know of the option.
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