Expert Opinion

Date: 10/22/2009

Issue: October 2009

People: Eric Camulli

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Self-Service Doesn’t Always Cut It

Don't use self-service to replace important one-to-one customer interactions.

It seems like people can accomplish just about anything through a company’s interactive voice response (IVR) these days: pay bills, get flight information, refill prescriptions, get answers to questions. But other times this convenience comes at the cost of some extremely important customer interactions. It makes me wonder: Are we in danger of going too far with customer self-service?
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