February 26, 2006

Call Centers: The Need For The Human Voice

An article in the New York Times looks at a blog that gives the numbers for real people in customer services in big US brands. The site has been very popular and the Times looks at why companies resist the human voice:

Richard Shapiro is president of the Center for Client Retention in Springfield, N.J., a business that dials out to customers who have dialed in to toll-free call centers and asks them to evaluate their experiences. He argues that customers who interact with human beings are more likely than other callers to volunteer useful information, try out a new product and come away with a strong sense of loyalty — positive outcomes that are eliminated by excessive automation.

“You create more value through a dialogue with a live agent,” Mr. Shapiro said. “A call is an opportunity to build a relationship, to encourage customers to stay with the brand. There can be a real return on this investment.”

Your Call Should Be Important to Us, but It’s Not - New York Times

Article categories: Creative Thinking