Matter of Choice

By Peter L DeHaan

June 4, 2008

Please take a short multiple-choice quiz.  There is only one question and no right answer, but the reasons behind it have significant ramifications for the contact center. 

How do you prefer to contact a company or organization? 

A)    Write a letter

B)    Send an email

C)    Make a phone call

D)    None of the above

Writing a letter, option "A," requires effort and time.  I resort to it for two situations.  The first is when I need a conclusive paper trail, which may be the prelude to avoiding possible legal ramifications or instigating a claim for problem resolution or damage mitigation.  The other is when I am left with no other viable means of contact.  In either event, if I'm writing a letter, it's not good.

Consideration "B," sending an email, allows for non-real time communication to occur.  One scenario occurs when the need for contact arises at a time when the company's call center is not open.  (Which, by the way, should never happen – in today's world, you must answer 24x7.)  Another reason is if a response is not urgent.  Too often, however, email does not facilitate effective communication.  Often my email queries – assuming they aren't ignored – receive a nonsensical reply a day or two later.  I might ask something like, "How deep should I plant tulip bulbs?" and their response is akin to "Most people prefer the blue bikes."  I've given up on email in contacting companies for all but the most basic of communications; anything else is a futile endeavor.

Personally, I opt for "C."  You may think I'm obligated to say that, having devoted my career to the call center industry, but it's actually my preference – at least in an ideal world.  When done correctly, a phone call is immediate and provides the opportunity for real-time interaction.  This is useful in clearing up misconceptions and facilitating dialogue.  Seldom does a business communication involve concise solitary question, followed by a succinct answer.  Commerce is never that simple or straightforward.  A phone conversation allows for a free-flow exchange of information that can seldom be addressed or anticipated in the non-real-time communication of letters or email. 

Notice that I said a phone call is my preference in an ideal world.  Unfortunately, things don't always happen perfectly.  Call centers can have long queues, agents can lack the requisite training, busy signals can happen, IVR can infuriate instead of facilitate, calls can be misrouted, one-call resolution can be a fallacy, call center policies can stymie results, or the center can be closed.

That leads to option "D."  Increasingly, I am favoring doing "none of the above."  Sometimes it is preferable to suffer in frustration than to endure the futility of fruitless communication.  For example, I subscribe to a low-cost computer support service.  While they are a knowledgeable bunch, effective communication in comprehendible English is an anomaly.  Although my computer currently has two minor problems needing their attention, I can't muster the courage to call – it's not worth the hassle.  At one time I had three computers under contract; now I am down to one and that will not likely be renewed.  Yet they're unaware there's an issue because communication with them is too difficult. 

That begs the question, how and why are your customers choosing to interact – or not interact – with your company?