Robotic Customer Service

What an awful experience. My refrigerator has a recall - seems some of them have a tendency to catch on fire. After checking my model number and serial number to confirm that my unit was in the recall group, I called the toll-free number to schedule a service appointment to have the manufacturer correct the problem. My call was answered by a pleasant-voiced automated system that was totally cold and aloof. The voice spoke slowly and enunciated carefully which I think is a necessary part of the process when machines talk to people. The process was very structured with never an opportunity to talk with a live person about any concerns I might have with a device that has already caused several home fires. No, the call was structured to maximize the manufacturer's efficiency while wasting my time slowly walking through a process.

We started with model number (say it slowly so the computer can understand you). Then the serial number (slowly now). Now confirming that my unit was an offender, I was strongly urged to allow a no-charge service call to repair it. Okay so far. Home telephone number was next (slowly) recited to the computer. Then responding to prompts to confirm the recited number, and my name, and my address. (Note this is a company that already sent two recall notices to that very same name and street address). Next I held on while the next available service date was determined. (The system actually put me on a brief hold for that). Then I was prompted to accept or declined the offered 4-hour time slot on the next available date. I accepted. Now, I think, I'm good to go.

But wait, there's more. Now I'm told someone over 18 has to be home while the repair person is there. Not a problem for me, but why bring it up after the appointment is made. What if that was a problem for me? Finally came the clincher from the robot: "The service person will call you before coming to confirm you are home."

Now isn't that just dandy. I planned to work in the yard while I kill my morning waiting for their person to come fix their fire hazard product. But since my home phone is a land line, that's not going to work. So I guess I'll find things to do, so I'll be sure to get their call, so I won't inconvenience their service person and end up having to rebook this fire prevention appointment.

That ended the call. I didn't time the process, but I do estimate I could have completed the transaction with a real person in about half the time. Assuming of course I didn't have any other issues or questions. After all, they got what they needed. Who cares if I wanted to know if I should be watching for things (like smoke or flames) or listening for things (such as a whine in the compressor motor or perhaps the interesting sound of Engine 1 coming down the street).

I hung up thinking how coldly efficient, distant and aloof this manufacturer is about an inconvenience imposed on its customers by its defective product. That feeling was reinforced by the fact that no one programmed their computer to sincerely apologize for the inconvenience. To tell people how concerned they were about the problem. To let people know how much they value their customers. No apology. No empathy. No care. Not once during the call.

About me: Before becoming a full time educator, my career experiences included being vice president of a consulting firm, vice president - finance of a publishing company, vice president - sales support services for a manufacturing company and vice president - operations for a distribution company. As a full time educator working principally in Rhode Island (RI), Connecticut (CT) and Massachusetts (MA). I am pleased to share my experiences and business philosophies with managers at all levels, and I encourage Pelleyblog readers to share their experiences, philosophies and general thoughts as well.

Copyright © 2009 Daniel W. Pelley
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