In response to this article: Does CEM Replace CRM?

Interesting- but more acronym speak for “forcing customers” to use the web…

Do you know anybody who says- Hey, Joe, I really love it when I call my bank and they make me press 4 options before I can talk to someone? Or, over dinner conversation, someone says, you know Mary I called my local pizza joint last week, and placed my order without ever speaking to someone- it was awesome! I have been in the contact center, and CRM space for over 15 years, and have never personally used an automated system I liked via the phone. So, now, we are to assume that CEM (Customer Experience Management) is IVR (Interactive Voice Response) for the web- Use the word IVR, and most people first say- huh? You respond with “You know those automated press 1, press 2 systems you use at your bank- that.” The customers first response is, “Ooohhh those, I hate those!” Now tell them, “Hey, how about if we put this on the web for you, wouldn’t that make it cool?”

What we all have to realize is customers don’t dislike IVRs- the technology… They don’t like being forced to do anything, follow somebody else’s logic to get to what they want, abide by your internal rules, use certain channels for specific activities etc.. They simply want to find what they want, and move on. We should never assume we know what the customer wants or needs when a customer contacts your company. My favorite is when the phone rings, and the helpful person on the other end says, in their most pleasant phone voice, “Did you know you could find your answer on our website.” Translation- are you stupid, or are you lacking a computer or the brains to find this answer or buy this product on your own, we really don’t want to talk to you. Well guess what, if I am any indication of most customers, I don’t call, or ask for help on your website, unless I really cannot find the answer or complete my transaction without your help. I, like most customers prefer to do it myself, let’s face it, it is just faster to do it yourself.

So, if your company is thinking of translating your IVR to your web processes and customer experience, you should consider how much negative baggage your customers have with IVRs, not just your IVR specifically, but every company, and, in this case, throw out the baby with the bath water and start from scratch. Try some new tactics, like asking your customers what they want to see, and what they want to do on the web, and what they want to call you directly for. Try following your customers home or to the store, and see what barriers exist, what frustrates them. In the end you will learn a ton about your customers behavior, and ultimately stop forcing or managing your customers experience. Anytime, you force your customers to do something you are more than likely forcing them to your competition. If you allow your customers choices that meet their needs, they will choose to spend their $$ with your organization.