Improve customer service experience "manual" and "intelligent" are indispensable

News Background:

Recently, the Consumer Protection Commission of Jiangsu Province released the "2021 Jiangsu Consumer Complaints and Public Opinion Hot Spot Analysis Report", and the problem of "unintelligent" intelligent customer service has become one of the eight hot spots for consumer rights protection.

Screenshot of a customer service call to the page

Intelligent customer service is not "smart" contrary to its original intention

As we all know, with the vigorous development of the Internet and the maturity of artificial intelligence technology, the use of intelligent customer service is more and more common. It is undeniable that intelligent customer service has many advantages: for example, it can serve users regardless of the time period; it can meet the needs more efficiently; it can save the cost of the enterprise, and so on. However, there are also many problems with intelligent customer service, and the public's satisfaction with intelligent customer service is not ideal, only 40%.

Since the birth of intelligent customer service, its "intellectual disability" problem has always been accompanied by it. In real operation, consumers often encounter "intellectual disability" problems such as intelligent customer service that does not understand the key words of the question, answers non-questions, mechanical questions and answers, and customer service calls are difficult to call in. Intelligent customer service is not intelligent, which not only runs counter to its original intention of improving efficiency, but also makes intelligent customer service a decoration, and also makes consumers' originally pleasant customer service experience hindered and disturbed.

The shortcomings of intelligent customer service should not be used as a shield

According to experts, the "brain" of intelligent customer service is actually a knowledge base, and the constraints of its "unintelligent" are nothing more than the immature underlying technology, the knowledge base is not perfect, and the intelligent customer service does not match the multi-language of consumers. However, it is not excluded that some merchants deliberately set up "obstacles" to delay consumer complaints and delay the process of solving problems, and take the shortcomings of intelligent customer service as a shield.

From this interpretation, whether it is the knowledge shortcomings or artificial obstacles in intelligent customer service, it is the root of the "system" in "artificial", and it is urgent to manually "adjust" and help. The most critical thing is that these service enterprises firmly establish a user-centric mindset. Only when the enterprise truly abides by the service concept of "customer first, thoughtful and meticulous", the unintelligent problem of intelligent customer service will be valued and solved. After all, even the most intelligent customer service needs to be manually set up, enter information, dynamically operate and troubleshoot.

In fact, no one knows its shortcomings better than the merchants themselves, but the reason for the rush is because of cost considerations, rather than putting customer experience first. Therefore, we see that some merchants only open artificial customer service channels to members with high consumption amounts, and use them as rewards to encourage users to consume or set up memberships. What's more, the voice menu of the customer service phone is changed from time to time, the purpose is to make it difficult for users to find the artificial customer service entrance, or to retreat in the repeated "artificial agents are busy" sound, in order to reduce the number of hired human customer service.

Pay attention to the after-sales experience In order for enterprises to be stable and far-reaching

It can be seen that the poor experience of intelligent customer service is not artificial intelligence, but that the development of this technology is not yet mature and put into the market, and it is very much in line with the appetite of some merchants, which can greatly save costs. This is undoubtedly a short-sighted approach, and in the long run, it will definitely reduce repeat customers and smash their own signboards. After all, the after-sales experience is also part of the value of the product, as long as the competition is sufficient, those who value the customer experience will definitely be favored by consumers. In order to change the status quo, we need to rely on the strength of a third party, in addition to the warning of the Consumer Protection Commission, the platform side should also intervene to provide relief for those consumers who are difficult to protect their rights, and better protect the legitimate rights and interests of consumers.

Customer service is an important part of the company's steady development and products to become bigger and stronger, and it is a big issue related to satisfying the legitimate rights and interests of consumers such as the right to know, the right to speak and the right to evaluate. Intelligent customer service and human customer service should be complementary and complementary to each other, not a substitute relationship. The seamless docking of the two should be the future direction of the development of enterprise customer service. Enterprises can not only pay attention to the intelligence and low cost of customer service, but ignore the convenience and satisfaction of consumers.

(The above comprehensive Yanzhao Evening News, Oriental Network, Red Network)

In a nutshell:

@ Moon Crossing Mountain: The online manual customer service can never be pointed out, the page waiting time is super long, and the customer service phone will never be answered.

@Masaki Yamashita: Some express delivery services, can not find human customer service at all.

@Phi away from the cold feather shelter wind frost: now want to find artificial customer service is more difficult. Most of the time your problem robot can't recognize or has no solution at all, it can only repeatedly go around in circles with you and talk nonsense.

@ Eat vegetarian vegetables: use intelligent customer service to reduce costs, and do not have to take care of consumers. Consumers can only consider themselves unlucky.

China Economic Network Editor's Afterword:

Nowadays, intelligent customer service is favored by merchants. However, many "smart" customer service, although the tone is mild, but "can't understand people's words", in fact, intelligent customer service "not smart", not only due to technical limitations, to a large extent, but also related to the service attitude of the merchant. The progress of artificial intelligence technology and the reduction of costs have popularized intelligent customer service, and "robots" have inevitably replaced some "labor", but "robots" should not become "tool people" for some businesses to ignore consumer after-sales service demands and shirk responsibility. Merchants still need to understand that even if the intelligent customer service develops to a nearly perfect stage, manual customer service should not be absent, and only when the two complement each other can consumers provide consumers with veritable "artificial" and "intelligent" services.