Customer Engagement: Does Talking to a Human Still Matter?
Whether having your passport validated at the
airport or specifying which toppings you want on your pizza, it is becoming
increasingly common to pass through a customer service experience from
beginning to end without ever encountering a human being. Customer engagement
is undergoing a quick revolution, following the customer where he or she lives
— into the realms of chatbots, instant messaging, social media and artificial
intelligence.
Something is clearly gained by interfacing
virtually, but the switchover also brings the risk of losing something.
Customer loyalty is at a premium in an age of intense competition for market
share. And while channeling customers through social media may be efficient, it
comes with the potential for loosening the customer-company bond.
“The challenge is, how will that effect your
interaction with the customer?” asks Wharton marketing professor Jonah Berger. Many
industries are in the early stages of integrating these technologies into the
customer experience, and sometimes things don’t go well. “People get upset.
They say, ‘I have to navigate this myself? That doesn’t make me feel valued.’
The challenge for these companies is how to do it in a way that allows them to
save money but doesn’t degrade the customer interaction. If people feel like
they are getting a poor response, they are less likely to stay with the
company.”
And yet, trend lines are clearly leading away
from traditional human-to-human interaction.
“I have a son in college and he doesn’t want
to communicate with anyone except through Twitter,” says Chris Haerich, senior
vice president of the Professional Association for Customer Engagement, which
represents about 10,000 members who come from places like Bank of America to
much smaller firms. “The majority of companies we have in our membership have
some level of chat or social media integration for sure. They’ve had to for at
least three or four years now. And there were some that were reticent for a
long time about wanting to move to that until they finally realized that
millennials were out in the workplace and becoming the customer, and these were
the methods they chose. It was a real eye-opener.”
Getting Stuck with Virtual Help
Customer service encounters through social
media don’t always leave customers feeling great confidence. When a political
consultant got stuck in an Amtrak elevator at BWI Airport last February, she
used the Amtrak Twitter account to get help, and help soon arrived. Seven
months later, she received this Tweet from Amtrak: “We are sorry to hear that.
Are you still in the elevator?” Wags had a field day with the episode, which
emphasized the very public aspect of using social media as a customer service
intermediary.
This writer tried using Verizon’s online
“virtual agent” to get a neighbor’s phone repaired. The chatbot opened an
online repair request form, but the form asked for an email address for the
customer — and the customer, who is elderly, does not have email. When the
chatbot was presented with a question about this hurdle, the conversation went
like this:
Ask Verizon: I am designed to answer
questions one sentence at a time. Please try rephrasing your question in one
concise sentence.
Customer: The customer does not have an email
address, so I cannot fill out the form.
Ask Verizon: I’m sorry that I wasn’t able to
help you. Could you tell me why this information didn’t help you?
Customer: Your answer did not match my
question.
Ask Verizon: Thank you for your feedback; we
will use this to improve my knowledge. Please ask a question if you would like
further assistance.
If virtual interactions like this become the
primary or sole avenue for customer contact, the industry might expect to see
the introduction of regulation, says Haerich. “I will tell you that this
industry, especially on the telephone side and the inbound and outbound side,
is highly regulated,” she points out, “so as we move to different media it just
makes sense that those would be highly regulated as well,” possibly by the FCC
or FTC.
Companies have an incentive to deploy more
virtual customer service tools because it saves them money. But customers also
appear to be propelling the migration. About 64% of customers participating in
a ubisend survey said businesses should be reachable via text messaging apps,
and 50% said that a business should be available to respond to queries every
day, 24 hours a day.
Customers who use Twitter to communicate with
a company want fast action, and are quick to punish. More than half of those
responding to a survey by
digital marketing firm Millward Brown Digital and social software firm Lithium
Technologies said they expect a response within an hour, and when they don’t
get it, 60% said they would take action such as shaming on social media.
When non-human customer service works, it
works extremely well; but when it works poorly, it works extremely poorly, says
Wharton marketing professor Americus Reed.
“When a human is in the interaction, there is an opportunity to course-correct,
and that’s less the case with chatbots.”
“Many companies say they want to interact
with customers on social media, but they don’t mean it — they don’t want to
make the investment of resources to do it,” adds Berger. “You can Tweet at an
airline that they have no Wi-Fi, and they send back a Tweet that they have a
lot of plans to put in more and they have the most of any fleet. But they
aren’t actually listening. They are using a stock response, and until companies
are willing to listen and have a conversation engaging with social media they
are never going to reach the goals the company has or the customers have.
Customers are expecting real-time, one-on-one interaction, and if the company
isn’t giving it to you, you’re going to be disappointed.”
Still, chatbots are clearly not going away. There is a cost-savings factor that’s hard to ignore,
says Reed. “Bots work 24 hours a day and they never complain. Like most things
that are technical innovations that seep into the marketing space, there is
always a kind of immediate surge of implementation before understanding.
Companies are learning this on the fly, testing and retesting in real time. We
have this awful experience with Verizon, and then we see Verizon trying to
figure out what specific interaction will the AI technology work for versus
not.”
In the meantime, companies that have figured
out when, where and with whom to use automated interface are operating at a
tremendous advantage. “That’s the opportunity to go back and from a competitive
advantage perspective to differentiate,” says Reed. “When I get electronic
email cards from people and I click on it and it says ‘Happy birthday,’ I would
almost prefer that you did nothing, because I know it took a microsecond to do.
Customers are aware of that, they are aware when it’s not a real person. But
there is a tremendous upside to it, because when it goes well it’s powerful,
because you didn’t expect to get help so quickly.”
During this period of transition, companies
should carefully consider what kind of customer service functions are best
executed by AI and chatbots, and what is best left to humans, says Donal Daly,
CEO of sales software company Altify and author of Tomorrow |
Today: How AI Impacts How We Work, Live and Think (and It’s Not What You
Expect). A good service agent will probably spend a high proportion of his
or her time doing things machines are better at, he says. “It’s that last
20-30-40% where the machine will never get to creative assessment and judgment.
I had a good experience with Four Seasons hotel on the app. They knew where I
was, and I had a customer service inquiry, and they had a response by the time
I got to their property, and that was good. But I don’t have a good example of
a good experience where it was fully automated.”
Companies that cannot do social media
customer engagement well should consider not doing it at all, he says. “I might
take a position that we’re not choosing to engage [in social media as customer
service] because the medium does not meet the level of expectation. If we
engage in social media and it isn’t done well, I think we feel more aggrieved.”
The Lost Art of Being Human
More and better help is undoubtedly on the
way, and when it arrives it will come from someone like Alexa. Amazon is
working on significant advances to Alexa, the virtual helper inside Amazon’s Echo, reports MIT Technology Review. The goal is
to endow Alexa with the ability to recognize and interpret tone in the human
voice — irritation, for instance — and to make judgments about the context of
certain words or phrases based on the geographical origin of the call. Alexa
already is able to more immediately understand certain requests based on
previous buying patterns — when a proven classical music customer is once again
ordering classical, for instance. “It is super-vital for the conversation to be
magical,” one source close to the research told the
journal.
Given the march of technology, it may be
naïve to believe that AI will never be able to do everything humans do —
including exercising emotional intelligence, judgment and wisdom, creativity,
humor and warmth.
Several other large companies, including
Google and Facebook, appear to be betting on it. Apple last year bought
VocalIQ, an upstart whose software assists computers in interpreting human
language. Earlier this year it acquired Emotient, whose technology reads facial
expressions. Apple has not announced how it plans to develop and utilize these
technologies, but the applications at the customer level are easy to imagine.
But no matter how sophisticated social media,
chatbots and artificial intelligence become, there is perhaps an unknowable
factor at the end of this particular customer service story. People will likely
always know when they are being handled by a computer. Will they learn to value
the efficient over the human — transactional over experiential? Will the very
knowledge they are being handled by a machine be a hurdle?
“I think that if the experience is good,
people would prefer to have the automated systems,” says Daly. “There are many
of us saying, ‘let me talk to a machine.’ I can do it at a time that is
convenient to me, when I want to deal with this, and I don’t have to talk to a
person. And if that works well, I think that’s a better experience. There are
those who have a millennial mindset, and not just of that age group, but
tech-savvy and tech-dependent, who are quite happy to do that. I don’t think
there is any concern about being handled by a machine.”
For others, however, this may not do. Says
Reed: “Think of the development of e-readers, and then people say, ‘I like the
tactile feel of the book.’ There is always going to be a culture there that is
responsive to the human side of things. And customer service will be a lost
art, quite honestly, the ability to delight a customer with human interaction.
If chatbots take over, that will be something that will be lost.”
There are all kinds of societal questions at
play, he adds: “The idea of being connected but not connected, what does it
mean to ‘be connected’ — not just in terms of tech, but also in terms of the
human spirit? And that’s in the background of this. We have a human side, and
there is going to be a counter-punch by companies who choose to focus on
connecting with customers in a more human way.”
http://knowledge.wharton.upenn.edu/article/customer-engagement-talking-human-still-matter/?utm_source=kw_newsletter&utm_medium=email&utm_campaign=2016-10-18
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