Automation is fast and inexpensive, and is the reason for the success of many modern companies. It can be tempting to put automation everywhere in a company. Don’t.
Customer success is an area to be cautious with in terms of automation, especially during direct customer contact. Nothing makes the term “valued customer” feel as hollow as trying to explain your problems to an automatic bot and not getting a solution to your problem.
I can recall numerous instances in my personal life where the customer success experience was either over-automated or under-automated. Under-automation is usually a speed factor; my doctor’s office, for example, can only be contacted via phone, not email or website. Consequently, long hold times are a standard occurrence. On the other end of the spectrum, I recently attempted to contact one of the three major credit bureaus about an issue. They sent an automated response very quickly, and my problem was duly noted – except it wasn’t. The bureau misunderstood my issue and I had to recontact them twice to resolve it.
The under-automation was, of course, mildly annoying. However, I know that when I do get past the wait times and get through, the person on the other end of the line will be prepared for whatever issue I’m having. The mistake of over-automation, on the other hand, speeds things up superficially, but fails to produce authentic results, especially in unusual circumstances.
As I write this, a third example comes to mind – one in which customer success was done right. My debit card was breached a few months ago and began registering random purchases that I did not make. Instantly, the bank hosting the debit card contacted me via text, email, and the banking app, notifying me of unusual charges. The automation here was appropriate, fast, and clear. In order to clear these charges, I needed to call the bank. I did, and the representative was helpful, courteous, and resolved everything regarding the charges. No callbacks were required, and my overall experience was fantastic.
It’s fairly obvious that customer success needs to be done well – else you’ll soon have no customers. What may not be as obvious, but is just as important, is the human touch. Don’t let it fall to the wayside.