G U Y W I N C H P H . D .
Researching and writing The Squeaky Wheel involved calling more companies than I can remember, experiencing their customer service practices and marveling at how needlessly annoying many of them were. Consequently I developed the following list of pet peeves* (some of which I elaborate upon further in the book) which here I phrased as questions to the companies themselves. Perhaps one day, these questions will be answered—but let’s just say, I’m not placing my breath on hold.
Dear Customer Service Corporate Executives:
1. Why is there no ‘back’ option for automated menus so we can correct mistakes without having to start over? Don’t you realize some of us have fat fingers?
2. Why does every company think the only song that can sooth my frazzled nerves when I’m on hold is Dolly Parton and Kenny Roger’s Islands in the Stream? If I hear that song one more time we will definitely not “Ride it together, uh-huh!”
3. Why does your automated message caution us to “Listen carefully because our menu options have changed”? Who are you warning exactly? How many customers do you think memorized your entire menu tree and need to be alerted you changed it?
4. Why does the automated voice that announces “Your wait time will be two minutes” sound just as upbeat and cheerful as when it announces “Your wait time will be fifty-two minutes”? Would it kill you to tape a version that sounded slightly more apologetic?
5. Why are American companies using posh English accents on their automated menus? Do you really think your business will come across as ‘high-end’ if the person giving me menu choices sounds like Judy Dench even though the live person I reach sounds like Judy Tenuta?
6. Why do your automated menus tell me to enter my account number for faster service if the first thing your representative does when I finally get through is ask me for my account number?
7. Why does your on-hold message insist that you know my time is valuable at the very moment you’re wasting it? Don’t you see how that could be perceived as passive aggressive?
8. Why does my toaster oven have a serial number that’s more complicated than the code for the nations Nukes? Surely there’s a simpler way for me to describe my product than reading a string of characters and symbols that look like they could open a Stargate.
9. Why is it so hard for you to distinguish between first and last names? Am I supposed to feel confident about your ability to handle my problem when the first thing I hear is, “Yes, Mr. Guy. Can I call you Winch?”
10. Why do you instruct your representatives to end a call saying, “I hope I’ve been able to answer all your questions” even if they haven’t answered any of them? Don’t you realize you’re just making it awkward for both of us?
Copyright 2011 Guy Winch
Follow me on Twitter @GuyWinch