digital (deflection) is killing consumer (support) experience

Recently I purchased a product on Amazon. Unfortunately, it came damaged, and I had to return it. Amazon’s returns process is a breeze. With a few clicks, I selected the nearest UPS store as a drop point and returned it there.

2 weeks later, I noticed that the return process was still pending, and I hadn’t received the refund.

A quick check on Amazon and I got to know that they had not yet received the product. I checked on UPS and the tracking number status mentioned that the label was generated but they were waiting for the product to be received.

I decided to reach out to UPS and check what the problem was. I found and clicked on “Contact US” on their website to see my support options.

I tried “Live Chat” as it provided me with the convenience of talking to a real person and getting the issue resolved without having to go through interactive voice response – IVR menus on the phone. I entered my details on the live chat menu and was greeted with a message that all agents were busy and that I could call instead.

Reluctantly, I called the UPS support number to be greeted with an IVR menu. I asked to connect to an agent, but the IVR would not do that before asking me a few questions. I was asked to describe the issue, to which I said “I have dropped off an Amazon product return to a UPS store, but the tracking number status mentions that the product has not been dropped yet. I need to know what’s going on here”

The IVR clearly didn’t understand the context of the issue and stuck to its scripted routine. It asked me for the first two and last six digits of the tracking number following which I had to provide the destination zip code.

I scrambled to find the zip code on the Amazon website, the shipping return label and then tracking on the UPS site itself.

Since I was unable to locate the zip code in time, it asked me to provide the full 20-digit alphanumeric tracking number. The IVR repeated the same tracking status on the website before asking if I needed more help. I asked again to be connected with an agent, but the IVR pushed me off to check the status on the website and ended the call.

I decided to reach out to Amazon. Amazon is great in that it easily allows you to connect with an agent by providing your cell number and receiving a call.

I spoke to an agent and explained the issue and she confirmed that they were awaiting the item but since I had already dropped it off, she would go ahead and issue the refund.

I spent 45 minutes in total. The last 5 minutes with the Amazon agent resolved my issue and I got the refund notification by evening.

My (frustrating) experience is not an isolated incident.

Over the years companies have put digital gates between consumers and support agents.

Firms have employed varying degrees of aggressive tactics to stop consumers from talking to a real person.

Instead, consumers are forced to get their issues resolved via digital channels (website, commonly asked questions/FAQs, chatbots, IVR- interactive voice response, email) as the first line of engagement. Live chat and speaking with an actual person are distant second and third lines of resolution.

This practice is commonly known as digital deflection.

Why do firms do it? The answer is simple. Scale & Cost Avoidance.

As the number of consumers grows, the number of support agents needs to grow as well. This comes at a cost. Digital interventions provide cost-effective consumer support at scale.

However, reliance on aggressive digital deflection is killing the consumer support experience.

A great consumer support experience hinges on 3 simple things

1. Ease of finding support – Knowing where to get support and access it quickly

2. Empathy – Empathy, and acknowledgment of the fact that ideally, the consumer shouldn’t have had to face the issue and a reassurance that it would be taken care off

3. Speedy resolution – The issue is resolved quickly and correctly the first time itself

Let’s face it. There is no substitute for a human when it comes to contextually understanding the issue at hand and applying the right actions for speedy resolution. The same goes for empathy.

The AI or logic behind IVRs and digital intervention methods are just not sophisticated enough to contextually understand all types of issues and provide the right mitigation.

Add to that, most of the time, consumers do not have any agency in choosing to bypass the digital deflection methods and directly speaking with a support agent/ person. Even a phone call is triaged by an IVR first.

This is not to say that digital deflection is ineffective. On the contrary, it is extremely effective when implemented properly.

United Airlines has probably one of the best IVR implementations in the industry. The system knows who you are, and why you are probably called, and immediately connects you with an agent should you choose to.

The key is the flexibility to connect the consumer with an agent at any point of the engagement. The agency to choose must be provided back to the consumer.

I am pretty sure that if consumers have the option to speak with an agent immediately, pretty much all of them would.

Now, we know that scaling up consumer support agents as the number of consumers increases is not cost-effective.

So, how do we find the right balance between consumer experience/ satisfaction and company profitability/ bottom line?

The key again lies with consumer agency. Agency to choose between a digital method for resolving their issue or speaking with a human support agent.

Companies must incentivize consumers to choose digital alternatives for resolving their issues even if it means a potential sub-optimal experience.

These incentives can take many forms like free reward points, coupons, and donations to a charity of the consumer’s choice to name a few.

Nobody will dispute that

1. Excellent consumer experience is critical to building brand/ company loyalty and ensuring future sales

2. Excellent consumer service is the secret weapon that companies can have to stand out amongst the crowded competition

3. Poor consumer service/ consumer experience is the easiest way to drive away consumers and commit hara-kiri

Companies must sensibly use digital technologies to provide exceptional and differentiated consumer support experiences as they grow.

I would love to hear your thoughts on this topic.