cattle sign

Caution: cows are about and children are crossing

In many cases, being taken for granted is an accolade of functionality, meaning the thing in question is exactly meeting a need.

Take road signs, for instance. When you see one you don’t ponder the shape, colour or precise design; usually unconsciously, you absorb the message and move on. It’s about avoiding the cows or watching out for a school crossing point.

It’s the same for many of the telecoms solutions organisations put in place to make sure their customers have the experience they expect when getting in touch; it would take something not happening and expectations not being met to cause disappointment and push the event into front-of-mind consciousness.

Contact centre services are a prime example. Customers increasingly expect to be able to get in touch via a number of channels; they don’t want to be trapped in a phone queue for a simple transaction; self-service via an automated system or via email is far more preferable. But when a choice of contact methods is available, it’s often taken for granted.

There are advantages to providing services that are taken for granted. Happier customers for one. And significant potential cost savings for another.

With BT Auto Contact, for example, you can trim up to a staggering 90 per cent off your costs compared to what providing live-advisor support costs you, and you can reduce your voice traffic at the same time. It’s a win-win; your customers can choose to serve themselves around the clock — and in different languages too — or they can opt for live advice. And, generally, your live advisors will find themselves dealing with the more complex and higher-value enquiries, ones where it really is worth your investment in a live-advice resource.

Customers get more choice over how they get in touch and your organisation trims costs — on average a self-service interaction costs 19 pence compared to an average of three pounds ninety when using an advisor.

So you may never get compliments about your choice of contact service channels, just as no one ever stops to wonder what cow the ‘cattle ahead’ sign is modelled on or who the girl in the ‘children crossing’ sign is* — it doesn’t matter. Spot-on functionality doesn’t need applause; sometimes hidden benefits are just fine.

*For those interested — the ‘cattle ahead’ sign is modelled on a Warwickshire cow called Patience and the girl in the ‘children crossing’ sign is based on the designer, Margaret Calvert, as a child.


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