The Case for Human Interaction in Client-Facing Services

Credit: Bill Gillespie

Most of my friends know that I keep a place in Utah. My kids live here (Park City) and Her Ladyship and I still ski. We’re definitely “Senior” on the mountain but we love it. Typically, I get 20-25 days of skiing each year.

It happens that we’re moving to a new place. We’re shutting down our condo and moving into a cool, rustic house in Midway (Think Atlanta to Buckhead). That means new utility hookups, new Internet, new TV. It’s a royal pain but it will be worth it. Right?

So, Thursday I spent 90 minutes on the phone with the combo Internet/TV company. I submitted to a very thorough vetting process. I also submitted to one sales pitch after another on packages, speeds, protections, renting equipment vs owning it. It was brutal even though the young lady was nice.

So, we wrap up. The call ended and the text messages started. A few minutes later it was email. At last count I had received 26 text messages and 31 email messages. A recurring theme was “it’s critical that you logon and set up your profile.”

I don’t do business with utilities on-line but decided the only way to make the messages stop was to cooperate. I click the link and start the process. Below is exactly what happened.

Provider: Enter username, it’s your email address.

Me: I enter my email address.

Provider: That is incorrect. Please try again.

Me: I enter my email address.

Provider: That is incorrect. Please try again.

I tried it three times with the identical result. I looked at the provider email that put things in motion and called the number. An automated attendant answers. This is how that went.

Automated Attendant: Are you calling for residential or commercial services?

Me: Residential.

Automated Attendant: Are you calling for new services or are you an existing customer?

Me: Existing customer.

Automated Attendant: Enter or say your phone number or account number.

Me: I entered my phone number. (this is the number they’re texting to.)

Automated Attendant: I’m sorry, we don’t have an account associated with that number.

Me: I reenter my phone number.

Automated Attendant: I’m sorry, we don’t have an account associated with that number.

Me: I look up and enter my account number.

Automated Attendant: I’m sorry, we don’t have an account associated with that number.

I hang up and call back. I navigate the menu again and ask for new service. At least this way I can talk to a live person.

The automated attendant cautions me: You’re about to be connected to a representative that can only help with new orders. If you need anything else, they will instruct you to call your provider.

Me aloud to nobody: I thought that was what I was doing. If you aren’t my provider, who is? You’re who I agreed to send money to.

A lady answers. I explain my plight. She says she can help me. I give her my account number. She can see it. It’s linked to my phone number. She can see that too even though the attendant says it’s invalid. She puts me on hold to retrieve data but accidentally disconnects the call.

I give up. I decided it isn’t worth it. They’ll show up on time and hook me up or they won’t. I’ll have service or I’ll refute the charges and hire someone else.

Now, I have to ask. Does anyone think this is ok? Think about your own business. Are you asking clients to navigate steps you should manage? Do we really think AI or automation can manage selling and client concerns? What comes next? Artificial Service? Artificial Satisfaction?

I’ve got a great business pal that tells me I have my head in the sand on AI. Personally, I think he has his head in an even less desirable place. I’m not confused about sales or service.

AI belongs in business. Automation belongs in business. I’m all in on both.

But, people do too. Personal touch makes things work. Personal touch communicates, listens and solves client problems. People deliver confidence. Computers don’t.