Customer service: The rise of the doom loop

客户服务:末日循环的兴起

The Forum

2025-06-21

49 分钟
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The quality of customer service can make or break a company. That has always been true but the kind of customer experience we now expect when things go wrong with our purchases is vastly different from what we wanted half a century ago. 1960s answering services, the new organisations managing calls on behalf of businesses, relied on a single technology: the telephone. Now a firm needs to offer its customers multiple ways to contact it. But which one should a company prioritise, especially in these financially straitened times? The latest AI-enabled chatbots? Well-trained, empowered people in call centres? Or something else entirely? And how do these changes impact customer service representatives, the people who actually deliver the service to us every day? Iszi Lawrence discusses these questions with Jo Causon, CEO of the Institute of Customer Service in the UK; call centre researchers Professors Premilla D’Cruz and Ernesto Noronha from the Indian Institute of Management in Ahmedabad; Franco-American service designer Matthew Marino and World Service listeners. (Photo: A woman in jeans interacting with virtual contact icons on a screen. Credit: Umnat Seebuaphan/iStock/Getty Images)
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  • Welcome to the Forum from the BBC World Service.

  • I'm Izzy Lawrence.

  • Today we're talking about customer service, specifically those interactions we make via telephone.

  • I should warn you that this programme will be recorded for quality and training purposes.

  • I imagine the following will be familiar to many of you, wherever you live.

  • Your call is very important to us.

  • To connect you to the department that can best help you,

  • please press one of the following options on your telephone keypad.

  • For sales, press 1.

  • For account inquiries, press 2.

  • To upgrade your product, press 3.

  • To extend your contract with us, press 4.

  • To hear those options again, press 0.

  • Yes, the dreaded call menu, also known as the phone tree or interactive voice response.

  • It can send you going round and round in circles.

  • Forum listener Karen is not a fan.

  • you have to press one and then you're given another choice and then you have to press three and then you're given another choice and then you press five and then after that you get put through to an automated message that directs you to the website and then they cut you off and i've been around those phone helplines several times just trying different options not always the ones that suit me just to see

  • if I can get to a person and very often I can't it usually ends with a please go to the website and I get cut off so then I go to the website and then you get a chat bot which sometimes are helpful but very often your query isn't in their sort of memory bank so then they can't help you or then they direct you to another website and then they cut you off I'm finding some companies are brilliant.

  • You can get through to a person straight away and they're very helpful.

  • Others,