Excerpted from article by Sharon Terlep, Wall Street Journal, August 3, 2019
www.wsj.com/articles/everyone-hates-customer-service-this-is-why-11564804882
Technology lets companies see how badly they can treat consumers, right up until the moment they bolt.
In corporate parlance, it’s called the “breakpoint.” It’s how far customers can be pushed before their heads explode.
From long waits at the airport to rude store clerks to ineffective helplines, shoddy customer service is a universal frustration. Today, companies crunch data and use artificial intelligence to determine exactly how angry a customer has to be to bolt. Many are walking right up to that line.
Technologies can track how long a customer will wait for a human to answer the phone and how many ads they will tolerate. They can monitor the tone of a customer’s voice. Companies know what steps they must take to keep shoppers loyal—and which they can skip.
This knowledge has contributed to a decline in how customers are treated, say analysts, consultants and former executives. A smaller number make the counter case: that companies are using their better read to improve the customer experience.
“There is more data available on just how disgruntled someone can be,” said Megan Burns, CEO of consulting company Experience Enterprises.
