It seems like our new electronic systems are designed to make maximum use of the organization's resources rather than conserve the customer's time. I object to being a 19-digit customer service number verified by the last four digits of my social security number. I object to trying to locate the right person within the organization by operating the company's internal mail services instead of having the operator direct my call to the right person. If I am a frequent customer, I want someone who knows me to handle my needs, not the first available operator. Our modern telephone and Internet sales systems are fast, but they are terribly impersonal.
Service is a personal interface between a customer and a provider.
Our present technologies have the potential to provide the kind of service that's required, but we haven't advanced to the point that they're widely used. Until we make voice recognition, video telephones and computer transmissions the norm, we need to focus on eliminating customer wait time and recognition systems. A quality communications system should connect you directly to the person who will help you without delay or undue telephone manipulation. When customers go out of their way to search out the proper 11 digits to dial to contact your organization, your organization should have the courtesy to talk to the customers without putting them on hold. Good service organizations value their customers' time more than their own.