Post by Tuck Knowledge in Practice

If you’ve attempted to contact customer service at a company recently, you’ve no doubt noticed the proliferation of self-service technology—the mobile apps, automated platforms and online portals firms are deploying to save labor costs. Yes, automated “customer service” can have round-the-clock convenience, but as Tuck's Michelle Kinch has discovered, these services can backfire, isolating “customers at exactly the wrong moment: when they’re most vulnerable, feeling unsure and making high-stakes decisions.” But there could be a relatively easy solution. In her latest research, Kinch found that when firms just offer a human connection, it can be an antidote to the anxiety people feel when they’re making financial or health-related decisions. “One of the most surprising findings was how rarely participants used the available human support,” she explains. “Just knowing that help was available was enough to boost satisfaction and trust. This suggests companies don’t need to flood customer journeys with live agents—but they do need to make human help visible and accessible in those moments when self-service customers are likely to feel high anxiety.” Learn more: https://lnkd.in/ewMtPUfG