I doubt I am alone in saying that, as a customer, I am annoyed by the automated customer service phone systems used by companies with whom I do business.
But as marketers, how can we track whether or not the automated system our company uses is damaging our customer relationships?
A new company, Get Human, is (indirectly, anyway) providing companies with just such a tool.
Their website keeps a database of customer service numbers and instructions to bypass the frustrating menu of pressing 1 or the # sign and speak directly to...a human. For example, the instructions for calling MetLife Bank tell you to "press 000 rapidly and repeatedly".
A nice tool for customers.
But the organization is also creating a database of customer experiences, including the amount of time callers are on hold and ranking customer experiences with calling the customer service line.
Although this is designed as information for consumers, marketers should leverage this valuable tool to gauge their customer's perception at a very important touch-point. Is the customer experience in line with the brand promise?