When used correctly, communication technology has made access to information faster and easier than ever. However, when used solely as a labor saving measure or implemented without a clear objective and tested, it can hurt your bottom line and lose customers.
Think about automated phone and reservations systems. Have you ever found yourself in an endless loop because there isn’t an option that addresses your specific question? How about when the website says, “Call for more information” and the person who answers the phone knows nothing about it? Or one of my personal favorites… you call in for information and are transferred to the wrong department or, even better, disconnected while being transferred to the appropriate person. You end up pleading, “Can I just speak to someone, anyone, who can answer my question?”