Why is customer service so bad?

This Harvard Business review article -?Why is customer service so bad? Because It's Profitable - piqued my interest because it went against what customer service is fundamentally all about. ??

Here is the article's summary: So why is customer service still so bad? Part of the answer is that a subset of companies purposely makes callers jump through hoops with the hope that they’ll simply give up. When this happens, the company saves money on redress costs. At first glance, this may seem problematic: what about customer retention and brand reputation? Research shows that companies with a large market share can get away with bad practices because customers have nowhere else to go.??

There may be an element of truth to this research, but I believe that exceptional customer service is and will always be crucial for business success.?The customer experience industry is constantly evolving, with new trends and technologies emerging to meet the changing needs of businesses and customers such as:??

• Digital Transformation - With businesses increasingly prioritizing digital solutions, BPO service providers are following suit by offering more digital-centric services as well as leveraging self-service capabilities through automation?and AI??
• Data Security - With data privacy concerns on the rise, this is not a priority but a must-have??
• Priced to Win – Outcome-based pricing is another trend in BPO, with service providers being paid based on the results they deliver, rather than just completing tasks?
• Niche BPO - This is gaining popularity as businesses seek to specialized expertise in specific operational areas?to enhance efficiencies, reduce costs, and increase competitive advantage?

So instead of profiting off redress, what we do at BrainCX (BCX) is analyze and then execute on these?3 critical CX indicators:?

People - Focus on expert talent selection, hiring, and retention??

• We go where the best talents are, we are not limited by geography or time zones?
• Our CX Associates are carefully selected, trained and managed to ensure that they meet the highest standards of quality and customer service?
• More importantly, we recognize and reward results and behaviors that drive excellence, integrity, and empathy?

Process - Empower your customers??

• We understand that customers have different preferences when it comes to support channels. That's why we offer a flexible, multi-channel approach that leverages self-service powered by AI for routine transactional tasks, which account for 80% of most customer inquiries. For the remaining 20% of customer queries that require personalized attention, we provide voice or video chat GigCX agents who are trained to deliver exceptional customer experiences. However, our customers always have the option to choose their preferred channel, whether it’s voice, chat or video support. By giving customers the power to choose, we empower them to resolve their issues quickly and effectively, while also driving customer satisfaction and loyalty.?
• We optimized the GigCX model to provide our clients with expert CX support during crises and unplanned events, such as Irregular Operations (IROPs) in the airline industry, inclement weather conditions, and more. With this model, we can rapidly deploy a team of CX associates who are trained in the industry and can offer proactive notifications and resolutions or manage peak queues without our clients having to hire additional support staff for unplanned situations. This approach not only helps our clients manage difficult situations but also ensures that their customers receive support, even during challenging times.?

Technology – Use technology to support your people and processes, not the other way around??

• Technology should be an enabler, not a replacement, for the people and processes that drive your business. The latest CX tech trends emphasize the importance of leveraging innovative solutions to support and enhance the work of your teams, not to diminish their role or autonomy. By embracing this mindset, you can create a tech-enabled ecosystem where your employees can thrive, your data is secure, and your clients benefit from the full potential of technology investments.??

At the end of the day, the success of any business hinges on its ability to meet the needs and expectations of its customers. Customer service shouldn’t be bad because it’s profitable. Customers should not go through hoops to help businesses earn a profit. Customer service should be profitable in and of itself because it’s exceptional.?