Sometimes I’m certain tech is going to be the death of us all.

At other times I have moments of excitement and intrigue when I think about what new opportunities tech will unlock for us as a species. But today let’s focus on one of the roots of my pessimism. Customer service.

Tech has been used very strategically by several companies to make dealing with customer queries more efficient. Snazzy websites with FAQs, AI powered chatbots and ‘virtual assistants’ online and on the phone who can point you towards the best answer possible. Sometimes they work very well and you think – thank God for that. However, at other times they lead you hopelessly in circles, teasing you with the promise of an answer BUT NOT ACTUALLY GIVING ONE. It’s at those times I have to take deep breaths to protect my sanity and my phone screen (which is one step away from being thrown at the wall).

I recently found myself in need of documents from my bank and was of course advised by the website (one bit of tech) to use the banking app (another bit of tech). I did as I was told but the app actually couldn’t fulfil the demand so after a few tries I reluctantly decided to go to the bank. Even that decision wasn’t made easy because the physical sites of many high street banks are slowly all shutting down. All the ones in my borough of London were closed down, so I had to venture out.

When I got to the bank, after a long journey there and I finally get to see a member of staff after waiting ten or 15 mins, what happens? They ask me if I’ve used the app and if not, if they can show me how to use it. Part of me wanted to scream. What is the point of me being here if all roads lead back to this god forsaken app? Can no service be provided independent of it? It’s enough for me to hopelessly despair at times.

Human, where art thou?

These days there’s a thrill and pleasant surprise to hearing a human voice on the phone. And that’s mainly because companies make you work SO HARD to access one. You have to talk to 101 AI bots who you tell your problem to (in over enunciated English because they understand nothing less), only for them to say they don’t understand a thing you’re say. Repeat this scenario about 3 – 4 times and you have a typical phone call to your bank or utility provider. Humans, of course, have their own problems, sometimes I’ll be forwarded back and forth between teams on the phone like cow on a farm. No, they’re not perfect, but I always feel like I am in slightly better hands and that I’m at least one step closer to a solution.

In terms of human access for customers – it’s a luxury. And, you’ll notice, if you observe carefully, that there’s also a hierarchy. People who are likely to buy new products will always be put through to humans faster. As for existing customers who are likely to be making complaints or trying to be processing returns? You’ll have to jump through a few hurdles. Maybe you’ll get through to a human, maybe you won’t. It’s up to the company gods and what they’ve decided. Sad stuff really – especially when you’re in the midst of it. There’s an incorrect assumption that it’s mainly those that are elderly and/or old fashioned that like to have human customer service. This is not true, young people like myself are increasingly valuing human assistance too. Why? Because it’s not necessarily an age or generational thing at this point.

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Do you have any bad customer service stories to share? Feel free to comment and share so we can release our anger together 🙂

Alternatively feel free to read more of my thoughts on shopping and customer service here.