As organizations roll-out more self service options such as websites and auto phones, Bloomberg Businessweek indicates that many are failing to ensure that their systems are designed
with the customer in mind. According to Bloomberg, "one of the most common pitfalls lies in the most important and basic step in the self-service process: customer identification .... When customers aren’t recognized by automated phone systems in particular, they are forced to abandon self-service and must find alternate ways to complete their transactions, which typically requires costly, live, customer-service support..."
The end result is that neither the customer nor the organization benefits from the investment; the customer does not get the desired control over his/her shopping experience, and the company does not reduce costs as intended.
But there is another cost. Customers who are unidentified are 30% more likely to be transferred to a second agent, and when they are, they are 12% less satisfied as a whole.
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