Customer service?

Simply Sleight, by Kari Sleight

Voice mail and automated answering services seem to have become the norm in business today. Many businesses have tried to promote these services as providing better customer service, but I for one, strongly disagree. Why won't these businesses say it like it is -- it's to better serve them, not us.

It seems nearly every business has replaced their friendly receptionist with the annoying automated service that prompts you to please press 1 to place your order or 2 to cancel your order. Even many of the area pharmacies have jumped on the auto-answer bandwagon, prompting you to enter your seven-digit prescription number for a refill, after which a digital voice matter-of-factly informs you of when your prescription will be available for pick up. Of course, some do give you the option of pressing another number if the stated pick-up time isn't convenient for you.

Many of the businesses that use the automated answering system do provide a quick-out option. Some, of which I am one, have discovered if you press zero at the beginning of the recording, you often get connected with a real person. Other businesses have caught on to us and have removed this option from their menu, leaving us to drudge our way through the series of options until we finally arrive at something that, at least, closely resembles the problem we are trying to resolve.

I don't know how all of you feel, but I miss the human contact of conducting business. I liked knowing there was a "real" person at the other end of the line who was solving my problem or helping me through a purchase. It seemed so much easier to call, explain your problem or request and, "Voila!" the friendly receptionist quickly connected you with the appropriate department. When did the personal touch become passŽ? Even worse, why have we accepted it so easily? Have we become a society that doesn't like talking to each other anymore, preferring to hide behind voice mail and computer screens? Some businesses are good at utilizing these modern conveniences, providing a short menu of options that quickly get you transferred to the correct department or person. But, there are many who are not so good. I've had conversations with many people who have complained bitterly about the new "customer service" departments they have dealt with and have ended up more frustrated than ever.

A friend and fellow publisher from one of our California publications shared her experience with the newly bought out cable company she had while trying to get the cable television working properly for her sister. The local cable company was recently merged with one of the major companies and immediately switched all telephone calls to a central "customer service" 800 number. Although the cable office was right around the corner, she had no choice but to call the "customer service" center. After many rounds of dial "this" and dial "that," she was finally able to reach an agent, who couldn't help her because the account was in the complex owner's name. To get the cable working again required the landlord making the call, trying to explain the problem as he understood it from her, and setting the appointment for a service call.

Yes, it is true I do have voice mail in my office. And, I confess, I have e-mail and an answering machine at home. Voice mail and e-mail are more efficient at communicating if used properly. It is frustrating to have to continually call someone who doesn't have one of the modern devices until you're able to get through to them. But, too often, people are too quick to use these options to avoid contact. I personally do not let calls go to voice mail simply to screen who's at the other end, if I'm in my office and not on another call or in conference with someone, I answer the telephone. In addition, a "real" person, not a menu of options, greets customers who call during our normal business hours.

As a business person, I understand fully the expenses saved by utilizing some, or all, of the automated features available to us. Less man hours are spent answering telephones, therefore reducing the necessary number of employees required to operate efficiently or redirecting their responsibilities to improve productivity. But, if businesses are going to continue to operate utilizing these modern conveniences, they need to rename their "customer service" department. As I see it, it isn't the customer they are serving, it's them.

If you agree with my opinion, please press one. If you disagree, please press two.

Kari Sleight is the publisher of Frontiersman.