The Four Most Common Automation Mistakes in Customer Service
There’s no question that your Interactive Voice Response (IVR) system can be a huge benefit to your company. Automating certain areas of inbound customer service allows you to save time and money (which everyone loves) and free up your team for focusing on activities that build your brand and drive revenue. However, there are potential pitfalls to automation that can counteract your benefits — and we want to help you avoid them.
In a recent article found on the Harvard Business Review website titled “The Parts of Customer Service That Should Never Be Automated”, Harvard associate professor Ryan W. Buell discusses some of the follies of automation. For example, when Buell and his associates conducted a study on self-service in the banking industry they discovered: “when banking customers used the ATM more and the teller less, their overall level of satisfaction with the bank went down.” [Read more…]