Customer Service Design

I really liked the article in MIT Sloan Management Review (Fall 2010) called “Designing the Soft Side of Customer Service” by Dasu and Chase.

The authors write: “Even in the most mundane [customer] encounters, emotions are lurking under the surface. Your job is to make those feelings positive.”

Wow! That is a pretty powerful statement.

Think about it. How often do you genuinely deliver on that positive experience for your customers versus how often do they come away feeling slighted, taken advantage of, maybe even cheated of the service they know they deserve.

Sometimes of course, there are justifiable reasons why we can’t make a customer happy—maybe the customer is simply being unreasonable or is a knucklehead or maybe even some sort of nutcase. We have to use good judgment when it comes to this.

But often there are other problems that are getting in the way of us delivering on that positive customer experience:

Problem #1: We get caught up in the policies, processes, personalities, and politics of a situation, rather than focusing on the customer and their satisfaction. We forget who our real customers are.

Problem #2: We don’t think like the customer. We don’t genuinely listen to the customer or try to understand where they are coming from or what they even want. We are too busy talking the “company line,” playing defense, or taking an adversarial role. We don’t put ourselves in the other person’s shoes, not even for a minute.

Problem #3: We often don’t put the customer first; we put ourselves first. We are more concerned with not making a mistake, getting into trouble, or maybe don’t want to even work “that hard.” In general, we should, but don’t go the extra mile for the customer, let along deliver on first mile.

The MIT article tells us that we can improve customer experiences by designing-in how we manage the customer’s emotions, trust, and need for control (ETCs), as follows:

• Emotions—have empathy for customers and generate thoughtful interactions that limit negative customer emotions and accentuate positive ones, so that the customer comes away feeling joy, thrill, happiness rather than anger, anxiety and stress.
• Trust—provide consistent performance, a high-level of engagement and follow-up, and clear and open communication. These contribute to building an enduring relationship.
• Control—provide customers with ample information, so they feel “cognitive control” over what is happening to them, and provide customers with the ability to make significant service delivery decisions, so they experience “behavioral control.”

Designing for positive customer ETCs experiences will go a long way to resolving the problems of poor customer service, where we know and stay focused on who our customers are, can think as they do, and seriously deliver on their needs the way you would want your customer needs addressed.

I suppose if I have to sum it up in a couple of words, it’s about being professionally selfless and not selfish in all our customer interactions.

It takes some maturity to get there, but I think it’s why we are here to serve.

Customer Service Design

The Humanization of Computers

The Wall Street Journal recently reviewed (Sept. 10, 2010) “The Man Who Lied to His Laptop,” by Clifford Nass.

The book examines human-computer interactions in order to “teach us about human relationships.”

The reviewer, David Robinson, sums up with a question about computers (and relationships): “do we really think it’s just a machine?”

Answer: “A new field of research says no. The CASA paradigm-short for ‘computers as social actors’—takes its starting point the observation that although we deny that we interact with a computer as we would with a human being, many of us actually do.”

The book review sums up human-computer interaction, as follows:

“Our brains can't fundamentally distinguish between interacting with people and interacting with devices. We will ‘protect’ a computer's feelings, feel flattered by a brown-nosing piece of software, and even do favors for technology that has been "nice" to us. All without even realizing it.”

Some interesting examples of how we treat computers like people:

- Having a heart for your computer: People in studies giving feedback on computer software have shown themselves to “be afraid to offend the machine” if they are using their own computers for the evaluation rather than a separate ‘evaluation computer.’

- Sexualizing your computer: People sexualize computer voices lauding a male sounding tutor voice as better at teaching ‘technical subjects,’ and a female sounding voice as better at teaching ‘love and relationship’ material.

- A little empathy from your computer goes a long way: People are more forthcoming in typing messages about their own mistakes “if the computer first ‘apologizes’ for crashing so often.”

It seems to me that attributing human attributes (feelings, sexuality, and camaraderie) to an inanimate object like a computer is a social ill that we should all be concerned about.

Sure, we all spend a lot of time going back and forth between our physical realities, virtual realities, and now augmented realities, but in the process we seem to be losing perspective of what is real and what is not.

Perhaps to too many people, their computers have become their best friends, closest allies, and likely the biggest time hog of everything they do. They are:

- Doing their work at arms length from computers rather than seriously working together with other people to solve large and complex problems facing us all.

- Interacting virtually on social networks rather than with friends in real life, and similarly gaming online rather than meeting at the ballpark for some swings at the bat.

- Blogging and tweeting their thoughts and feelings on their keyboards and screens, rather than with loved ones who care and really want to share.

We have taken shelter behind our computers and to some extent are in love with our computers—both of these are hugely problematic. Computers are tools and not hideaways or surrogate lovers!

Of course, the risk of treating computers as people is that we in turn treat people as inanimate computers—or maybe we already have?

This is a dangerous game of mistaken reality we are playing.

[Photo Source: http://www.wilsoninfo.com/computerclipart.shtml]

The Humanization of Computers