ROAR: Automate everything – a campaign for customer service
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By Jonathan Dunne, technical manager, ROAR |
IN 1978 amidst the dawn of the microchip and first programmable software, there were widespread job losses across multiple sectors. Even jobs considered to be skilled were on the line. Watchmakers and engine assemblers alike were gripped with fear at the prospect of the machines taking over. Now, the average employee skill level has increased tenfold and we see the human element of industry taking a marginalised role in management and customer service. While the machines do what we cannot and do it faster and with greater accuracy, we do what we do best. I think the case can be made for applying this mentality as a ‘best practice’ principle to most customer-orientated business models. Role allocation is based on skillset and experience. Automating more allows more time for the individual to concentrate on winning business, keeping customers happy and offering more time and attention on the people that business relies on. Let’s use machines to help businesses focus on the human element. A good example, yet to be put into practice, is the “correct” use of the automated tilling system at major supermarkets. A reduced staff rate may be great for overheads, until the customers visit the supermarket next door that still allows person to person interaction. Why not use that saving on reduced staff count to spend on re-training and creating a new role that assists customers on where to find the goods they are looking for, all the time. Imagine a supermarket with a doorman to greet you, a shop assistant to help you find and buy and an assistant to help you with any problems you have at the checkout (we all know how troublesome those tills can be when you try to scan reduced items, bring your own bag or want a bottle of bubbly at the age of 47 without having to wait for someone to ID you). Bring the human element back, in a different way, focus an employee’s efforts on communication, rather than producing accurate numerical data. Leave that to the machines. When I call a company that gives me more than five options to choose from on their auto attendant, I feel neglected and I know I’m not alone on this. If I know that this company has saved a third on operating costs by automating their billing system and reducing their call volumes, I know that they can now handle my call without having to pass me through 20 departments to get me the answer I want. Imagine you are calling a bank. A system knows your telephone number and the representative knows your name (we have this already); imagine if that representative can help you with every possible query you have without having to send you anywhere else because they have been trained on all services associated with that bank. More people in the right place with more knowledge; less automation in the wrong place. A targeted automation process can create some stunning results. An overused example in the IT sector is Apple. Visit an Apple store, talk to a representative, make a purchase without visiting the till and see what I mean. Every business can create a harmonious blend of the right level of customer service with the proper application of automation to make their customer experience efficient but personable. Let’s build a new world – automate more in the right place so your employees are where they are most useful: engaging customers in a meaningful way.
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