Because it's so easy to communicate with customers through their phones or other internet platforms, it might seem like a logical, resource-saving step to simply automate these functions. That's a huge mistake, however, as putting a live human at the helm of online customer services can be immensely helpful. NBC News recently quoted a customer service specialist named Frank Eliason as lamenting this state of affairs.
"Companies do not want to talk to you, and it shows," he said. "The fact is most do not want to tweet with you either."
The quote comes from a report NBC did on the customer service trends on social media channels that simply send out messages that don't sound like they're coming from a real person. The article quotes a study that says that out of 100 top companies, around 30 percent put effort into their exchanges on the social media platform. Bank of America's help account received particular attention for the way it responded to frustrated tweets with passive, irrelevant comments.
An internet answering service can be judged much more quickly (and publicly) than a person-to-person phone call. Broadcasting your lack of communication skills with a client on Twitter certainly isn't going to make your company look good, and once you do it, it's there for all to see.
This is part of why contracting outside professionals in this field can make all the difference. Expertise in any form of customer service can sometimes bleed over into others, meaning that the good habits these services display in one form of your online customer services might translate to others, benefiting your brand name in the process.