Should intelligent self-service customer frustration reduce Berlin/Bonn, June 6, 2008 no customer likes the odds that regularly befall one when calling a service number. The more call center there, the greater is the dislike. \”As a customer you will be operated as by the owner of the shop around the corner: you will be greeted with his name and the seller knows the shopping request in advance and recommend the right product\”, so trend letter editor Axel Gloger. From this insight consultants Bill Price and David Jaffe, feed their provocative thesis: the best service is no service. The customer should be satisfied with the purchase. He should supply did not raise again the company in contact with except for subsequent purchases. Amazon has long been implemented in practice.
Here, the number of contacts per customer order is already a key performance indicator. It is precisely investigated the reason for each contact and then made arrangements to make this unnecessary. So he could in the past five years to 90 percent reduce virtual bookseller its customer contacts. According to analyses of price and Jaffe, 80 percent of customer contacts are unproductive. \”Around 15 percent of the callers say: something does not work\”. Every fourth customer expresses: can you tell me how… \”.\” 40 percent to ask: where can I get…? Remedy could offer just a better self service according to Gloger. But as companies make many mistakes.
The automated economic, personnel, or CRM systems have generated an enormous number of frustrated users. \”Perfect self service is one left on top management and must consistently be prosecuted like at Amazon\”, calls language dialogue expert Lupo Pape, Managing Director of SemanticEdge, in an interview with the online magazine NeueNachricht. The requirements for the human-machine interface are accordingly high. The computer system must recognize it communicates with whom, and what was previously communicated.