Shulou(Shulou.com)11/24 Report--

Replacing manual customer service with intelligent customer service can not only save costs for companies, but also give them a legitimate excuse to evade responsibility.

Two days ago, my friend complained to me that his mother needed artificial customer service on the phone for some reason. as a result, the customer service on the phone always talked to her, but did not solve the problem.

She was so anxious that she could only complain to him.

He could only make a phone call while trying to pacify him. As soon as the customer service got through, I knew why the problem could not be solved, and his mother had been talking to the intelligent customer service.

He said he had to praise that today's intelligent customer service is quite real, and the average elderly really can't tell that the opposite is a machine.

But although it is a machine, Taijiquan hit thief 6, said for a long time to find artificial customer service, and finally returned to the same place.

In the end, we have no choice but to use magic to defeat magic and tell the intelligent customer service that we want to complain. It really worked, and in less than 10 seconds, I chatted with artificial customer service.

Although everything can be AI now, in my opinion, in a place like customer service, it has to be intelligent and hiding artificial customer service behind is pure evil.

This issue I would like to talk to you about the topic of intelligent customer service, may be irrational, not objective, please eat as appropriate.

Customer service is supposed to be the department where an enterprise is most in direct contact with users, get user feedback and feel users' emotions.

But today, "artificial customer service" has become one of the most mysterious organizations on the planet.

Anyway, if you really encounter any problems, want to quickly and smoothly find artificial customer service to help solve, just like you open a blind box in a store, you can get to the hidden money by probability, and it is a very small probability.

In addition to the above-mentioned banks, I have spent a lot of effort fighting wits with mobile phone operators over the years.

Interestingly, the customer service of mobile phone operators is completely two faces.

When I need you to do business, I call you every three or five times, and they are all real people. Over the past year, I have received calls from operators almost every week, basically greeting me gracefully and suggesting that I upgrade the latest 5G package with special offers and so on, given that I am a regular user.

But a few days ago, at the end of the month, I suddenly found that the cost was too much, so I thought about consulting what was going on, and it was not impossible to change a new package.

So I called the operator.

In the matter of looking for customer service, I deeply understand that whoever takes the initiative will lose. When you call a door-to-door consulting business, you will feel like a licking dog, trying to have a word with the other person, and the other person is only willing to use AI to dismiss you.

When I dialed the phone, the voice on the other end smelled of AI. I can only follow the voice prompts to find manual processing.

After being prompted to wait for a moment, I was half overjoyed and thought I was about to hear a lovely voice. As a result, what awaits me is not the official slogan of "heart-level service, let love connect", or "wait a minute, I'm transferring."

After more than four minutes of dealing with the intelligent customer service, I only heard a sentence from the opposite side, "your limited dialing times have come, thank you for your service", and then automatically hung up my phone.

At this time, I took out the consciousness of licking the dog, did not give up, and played again, with the same words, the same rhythm, and the same inability to find anyone.

When I ask you to sell your business, you are Britney Spears. When you want to take the initiative to consult, he will regard you as a messing around cow lady.

Unexpectedly, AI taught me a lesson and told me what a cold world is.

02 why businesses like to use smart customer service more and more, of course, it is because this thing is very easy to use.

I have concluded that smart customer service has at least three levels of meaning for a company.

The most obvious thing must be to reduce costs.

From a business point of view, the customer service department is a solid pure input for a company, but there is no direct revenue and output department.

According to the traditional era of telephone connection customer service, each company needs to spend a certain amount of manpower cost and time cost to train and hire professional customer service personnel in order to establish its own customer service system.

As for the amount of investment, it depends on the size of each company.

For example, several major domestic mobile phone operators, various kinds of communication App that we often use on a daily basis, or game companies with leisure and entertainment attributes, and so on, are all behind hundreds of millions of users, and the corresponding customer service quantity is bound to be more than the average small company, but it may also be far less than we think.

For example, according to the 2017 White Paper on China's call Center Industry, there are nearly 6.8 million telephone customer service workers in China. If every big company really wants to arrange customer service staff according to the number of users, then the total number of people in the country is much more than that.

It is conceivable that even in the case that intelligent customer service has not been widely used, artificial customer service must have something that can not be taken into account.

In order to further reduce costs, companies often set up remote customer service.

For example, JD.com 's earliest customer service center was built in Liu Qiangdong's hometown of Suqian.

Or outsource customer service. Just like a few years ago, after several serious accidents occurred one after another, the management of Didi's outsourced customer service was brought to the table for discussion.

But even if people criticize it, customer service outsourcing is a clear rule in almost every industry. The starting point behind this is still the cost.

Therefore, the emergence of intelligent customer service can be said to be exactly what they want. Compared with one by one to train people, intelligent customer service in the eyes of major companies is just another set of ordinary office system, just need to spend money to buy it.

As for its sop and standard customer service skills, the accuracy and intelligence are directly linked to the price of the intelligent customer service system.

For example, one of the most basic question-and-answer robots is probably the one that can trigger the answer after clicking on Taobao, the cheapest one is only 2999 yuan, and the advanced one, which can answer simply with users, costs tens of thousands or more.

All in all, the higher the price, the smarter the relative service. And like these big domestic Internet companies, they themselves are doing intelligent research and development, which can be said to kill two birds with one stone.

The real popularity of smart customer service is only four or five years old.

In the banking industry, for example, in 2018, five major state-owned banks and 12 national joint-stock commercial banks first launched smart customer service, and then slowly radiated to other small and medium-sized banks. Up to now, even for those small village banks in small counties, most of the manual customer service departments have been optimized, or on the way to optimization.

A friend of mine told me before that what the banks are like now, you still expect human customer service to serve you, they have long been merged by the business staff.

If you only look at the input-output ratio, the answer can be imagined if the limited labor cost is used to promote customers or to provide after-sales service.

No company is willing to be a great philanthropist with no return.

In addition, it is not just big companies that need telephone customer service.

Many small businesses, as long as the business volume reaches a certain order of magnitude, will need robots to solve part of the problem.

For example, when we shop on various online shopping platforms, we generally have to deal with the customer service of the online store.

Commodity trading focuses on communication scenarios, from the functional details of goods, to the use of discounts, and then to after-sales service, all need to communicate.

But for many small businesses who do online stores, it is obvious that the cost of raising a customer service team is uneven.

Smart customer service is needed for both large and small companies from a financial point of view.

In addition, intelligent customer service is, to a large extent, the inevitable result of customer service standardization.

Generally speaking, in the process of long-term development, most of the enterprise customer service systems have obviously formed their own set of service skills:

Calling you a kiss is necessary; it's basic politeness to say sorry to you; it's habitual to ask you to wait a moment; it's a compromise to give you feedback; and give you a $5 or $10 coupon to stop. That's the last weapon.

This speech system is very standard, and from an enterprise point of view, it is not easy to make mistakes. But for users, a standardized experience is not necessarily good.

Sometimes you complain to the customer service, but the other person's behavior is like an AI, only apologizing to you, and then saying to help you feedback the problem, but if you want a substantive solution, he will only play games with you, just procrastinate not to solve it for you.

In fact, even without intelligent customer service, the artificial customer service system has been evolving in the direction of "artificial intelligence".

Let's take e-commerce customer service as an example.

Basically, when you open the dialog box for chatting with customer service, you can't wait for you to ask questions, it must be the other side that first pops up a preset Q & A question dialog box, most of which are related to the main information of goods, discount activities, express delivery and other routine questions, and there are also high-frequency questions designed by merchants according to their own product characteristics.

Under normal circumstances, these problems do solve some of our questions.

But for many consumers, the normal shopping process does not require customer service. When customer service is really needed, it is often not the problem that these standardized information can solve.

Especially in the after-sales link, some of the physical size may not match the introduction of the goods, so that we received the goods and found that the size is not suitable, need to return, or theory.

At this time, the better situation is that after the intelligent customer service has completed its work according to its settings, when we repeatedly emphasize "switching to labor", we will wait for an artificial customer service to communicate with you.

However, you will find that this customer service behavior dialogue is also highly stereotyped, will only apologize to you, and then say to help you feedback the problem, but if you want a substantive solution, he will only play with you, just procrastinate not to solve it for you.

In general, it tells you that you can switch to labor, but the system will tell you that you will wait outside 300 in front of the artificial customer service queue.

In the worst case, the smart customer service keeps repeating its words, and if you want to switch to labor, it repeats it again. In short, you can't find a real person, he says his, and you go back to yours, regardless of whether the two sides are on the same channel or not.

The key point is that often before the other party solves the problem, it has already finished the service according to its own pace and asked me to evaluate my satisfaction with it. What else can I do? I can only use foul language.

Finally, in my opinion, smart customer service is a very useful tool for companies to evade responsibility.

Artificial customer service is less and less, intelligent customer service is more and more behind, in fact, various companies in the name of "high-end intelligence", the exercise of "store big deceiving customers".

In the final analysis, the essence of communication between customers and customer service, whether it is asking for services or asking for information, is to let the enterprise bear the responsibility.

But enterprise is a huge, illusory concept. It is the specific person who can really bear the responsibility.

If it makes it so easy for you to find customer service, it means that the company has nowhere to run and must take responsibility.

Many times, you can not find artificial customer service, for a company, that is less trouble, if you really want to find fault, you can only vent your anger on the customer service problem.

Replacing manual customer service with intelligent customer service can not only save costs for companies, but also give them a legitimate excuse to evade responsibility.

Obviously, in the face of greater interests, they do not want to spend time and energy responsible for each specific user. Behind the established set of words of intelligent customer service is a domesticated thinking aimed at the needs of the generalized "customer base", rather than a specific person.

After all, the customer service industry also follows the 20-8 rule, and most customer service efforts are often spent on a small number of customers.

With intelligent customer service, enterprises only need to focus on the overall quality of their customer base, and then try their best to take care of those customers who can bring them greater returns. Just like most companies have their own membership system, according to the payment of members to be divided into three, six or nine grades, the corresponding services are also different.

As for those customers who need to spend more energy and cost to serve, throw it away.

After all, in the business world, "money" is the only standard.

As a result, there is often a situation, that is, even if everyone is looking for human customer service, but because you do not recharge, just an ordinary member, and others are krypton VIP members, you can find artificial customer service faster than you.

If the highest morality of a company is to be responsible to its customers, it is clear that they do not take morality seriously, but openly shirk their obligations in the name of intelligence.

I don't want to simply deny the convenience that intelligence and technology bring to our lives. But we must realize that the existence of science and technology does not mean the withdrawal of people.

Especially in specific problems, or special groups of people.

For example, the things that happened to my friends that I mentioned at the beginning, even young people have to go to a lot of trouble to help solve them, not to mention the old.

At this time, if there are no waiters and artificial customer service, the convenience created by intelligence will become a natural cutting gap for many people.

In this cold big data snooping, dominated by a variety of intelligence, face-to-face communication between people is the most precious.

Especially when there is nothing we can do, we always hope to hear a sincere "Hello, what can I do for you?" "

Reference:

1. "Intelligent customer service, online congestion", alphabet list

2. Why are the customer service calls you always "busy"? Beijing Daily

3. "transferring manual customer service has become a luxury", Lu Jiu Business Review

This article comes from the official account of Wechat: IC Lab (ID:InsightPlusClub)

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