{"id":1453,"date":"2011-09-18T19:54:01","date_gmt":"2011-09-18T23:54:01","guid":{"rendered":"http:\/\/retailprophet.com\/blog\/?p=1453"},"modified":"2011-09-18T19:54:01","modified_gmt":"2011-09-18T23:54:01","slug":"the-declining-need-for-and-escalating-value-of-human-service","status":"publish","type":"post","link":"https:\/\/www.retailprophet.com\/2011\/09\/18\/the-declining-need-for-and-escalating-value-of-human-service\/","title":{"rendered":"The Declining Need for and Escalating Value of Human Service"},"content":{"rendered":"

By Doug Stephens<\/p>\n

Technology has been steadily reducing the number of human<\/em> service interactions we require in an average day. For at least the last decade, the list of what we as consumers can do for ourselves is growing rapidly.\u00a0\u00a0 Between kiosks, web based solutions and mobile apps, most routine customer service functions (product knowledge, price checks, inventory inquiries etc.) are now completely do-it-yourself.\"\"<\/a><\/p>\n

With this \u201cself-serve revolution\u201d in place, it\u2019s easy to regard human, person-to-person service as a somewhat archaic commodity for which the market value must be dropping.\u00a0 I\u2019ve actually heard retail executives say as much, inferring that customer service people have become merely low value cogs in the machine.\u00a0 Not only do I completely disagree, but I’d go so far as to say that any company that adopts this attitude is making a colossal<\/em> and potentially fatal<\/em> mistake.<\/p>\n

There’s no app for empathy<\/strong><\/p>\n

<\/strong><\/p>\n

What technology has<\/em> done is to automate the most routine and repetitive customer service tasks; the real mind numbing stuff that deserved to be mechanized.\u00a0 What is hasn\u2019t done (at least not yet) is automate advanced problem solving skills, empathy and likeability.\u00a0 Hence, customer service as we know it, is evolving to become less about functional skills and more about cognitive reasoning and emotional intelligence – the really hard stuff!<\/p>\n

Technology hasn’t lowered the value of personal service, it\u2019s raised it.\u00a0 As the need for personal, human service declines, its value in circumstances where it is<\/em> required becomes exponentially higher!\u00a0 It\u2019s precisely because we can<\/em> do so much ourselves that when we encounter something we can\u2019t, it\u2019s literally jarring.\u00a0 Consequently, the stakes are immediately higher.\u00a0 These are situations where the customer has already reviewed your frequently asked questions board, called your automated help line and read your user\u2019s manual.\u00a0 They\u2019ve made every attempt to solve their own problem \u2013 all to no avail.\u00a0 The only remaining option is to call an expert who can help.\u00a0 The human being they call or visit at your business is the last and most vital stopping block between your customer and your competitor\u2019s doorstep.<\/p>\n

Moments of Truth<\/strong><\/p>\n

A great example of a company that gets this concept is Zappos. 75% of Zappos sales are transacted without any interference from a human being \u2013 all totally systematized.\u00a0 Most businesses would invest proportionately in the side of the business that generates the majority of sales \u2013 the automated 75%.\u00a0 And yet, Zappos puts incredible emphasis on the hiring, training and compensation of the people who respond to the 25% of sales that do<\/em> require personal service.\u00a0 The rationale is simple; the 25% personal sales are regarded as do-or-die moments of truth when the system won\u2019t cut it and when the customer needs the brand to truly perform.\u00a0 These are the sales that create memorable experiences and word of mouth.\u00a0 To skimp on talent at these most pivotal circumstances discredits the entire brand.<\/p>\n

The best analogy I\u2019ve heard is that the role of the customer service person today is much like that of an airline pilot.\u00a0 The pilot is not paid to fly the plane \u2013 that\u2019s almost completely done by the autopilot system.\u00a0 Rather, the pilot is paid to be there in the critical moment when the system fails.<\/p>\n","protected":false},"excerpt":{"rendered":"

By Doug Stephens Technology has been steadily reducing the number of human service interactions we require in an average day. 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