SHORT: how we might be misunderstanding customer support

After a weekend of attempting to get some relevant info from Squarespace or ebay, I’ve come to the very simple realisation that even online businesses are completely misunderstanding customer support.

I am a power user who’s quite able to search for very basic information when I need help. I can browse FAQs and forum threads easily and try suggested solutions on the spot. I know how to multi task with devices and am able to implement quite complicated instructions. If I ever contact customer support it’s because everything else has failed.

It seems to me, however, that what we have in customer support is a huge bunch of people who are just there to parrot what the forums or searches already tell anyone who’s not a complete internet moron. Calling, for this generation, is the last resort. Why would I call to get the exact info I found going online? I only call because I need someone with real, deep knowledge of specific situational errors who can truly identify my problem and solve it.

To have a call center and populate it with people who read from your FAQs and forum threads is downright bad business.

Digital Strategist. The Internet will save the world (pending verification). Views expressed here are my own/should not be construed as coming from my employer.

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