Navigating the customer service maze

Despite the many digital channels available for customer service, many feel that getting support from their favorite telecom provider, bank, or even government office is becoming a struggle.

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We live in a time when customer service is supposed to be faster, smarter, and more convenient than ever. Companies and government offices have invested heavily in digital channels, including AI-powered help desks. And yet, for many customers, getting help still feels like navigating a maze blindfolded. So, what is going wrong?

Customer service channels come in many forms today, including the traditional in-person visit to a brickand-mortar office. They can be multichannel facilities, meaning customers have a choice of channels, but should expect different experiences on each one. Or they can be omnichannel platforms that also involve many service platforms, but are integrated and provide a better view of one's engagement history.

On paper, digital channels promise instant access and seamless resolution. But in practice, they often fall short. For baby boomers, phone support remains essential, as they are more comfortable with it. But it may mean dialing many times to reach someone to talk to. That exercise may take up the whole day. Or one can be put on hold for a long time, or even asked to use their mobile app instead. And if you are calling to report a lost credit card, chances are your card may have been compromised before you hear a voice at the other end of the line. Often, it is not a human voice you actually hear. These companies do not seem to understand that seniors find navigating mobile apps too complicated.