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(Some companies have found the ideal solution They charge their customers to provide service that a well-designed product wouldn t require) The basic problem is that having technical folks respond to e-mail customer service queries is boring for the individual They soon develop a bad attitude and quit Having nontechnical personnel respond has the danger of responses not being technically correct (or even close in some cases) Therefore, the need to create a low-cost, accurate automated e-mail response system is absolutely necessary The answers to simple and standard e-mail queries can be handled by a completely automated system An example of this is that a customer can order parts by e-mail If the customer is willing to include the part number and catalog number, it greatly minimizes the probability of error Although this is an idealized example, of a query/response from an automated system point of view, it illustrates one end of the spectrum of capabilities In real life, customers will mix multiple unrelated topics in an e-mail (We know we do it all the time) The trick then for the automated system is to accurately parse the content of the e-mail for subjects, verbs, and objects The analysis of the query then eliminates the chaff and identifies the important content The success or failure of the system depends upon the complexity of the topics and issues Take a test drive before you buy! The two goals of improving service while lowering costs are often in conflict Our opinion is that good responsive customer service should outweigh the cost consideration Who is the company to the customers Well, at first it is the salesperson who sold the product (unless it is bought off the shelf in a store) and after that it is the customer service representative/system Future sales (via word of mouth) rest upon the responsiveness of our customer service Ever more, our corporate image is our Web site backed up by the customer service system As technology improves, more and more automation can be applied to the customer service problem Our preferred design approach for an automated system is to automatically scan and parse the e-mail looking for issues It s important to fabricate an immediate, automatic response outlining the issues detected This response always includes a hyperlink to the specific Web page that addresses those issues This would include a pointer to frequently asked questions For those subjects not recognized or identified, that fact is relayed to the customer The following issues have been sent to our research department.

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Figure 6-3

Jim Smentowski guesses that he s invested well over $30,000 into his robots, though it s hard to pin him down to an exact figure I stopped counting, he admits Then again, this is an obsession, so you aren t supposed to keep track Although Jim has always been mechanically minded, he didn t have an easy start with robotics after seeing Robot Wars for the first time in 1996 I got into it because the concept of fighting robots fascinated me I had no idea how to make it happen, I just knew, somehow deep inside, that this was something I had to do I just started doing research On the web, talking to other builders, talking to manufacturers of parts, picking up all the info I could from anywhere I could It took a lot of time, and nobody ever just handed me the info I needed, I had to spend a lot of time and make a lot of mistakes before I got to where I am But where he is is a good place, indeed The man behind such renowned robots as Nightmare, Backlash, and Hercules, he s a top-rated competitor on BattleBots Nonetheless, when asked to recall one of his most exciting moments under the lights, Jim chose an early competition that, as he explains, was an exciting moment that was not a win at all Back in 1997, he explains, I had the chance, as a rusty rookie builder, to face one of the top robots in the sport, Biohazard, in the rumble He beat me, of course, but I was the last to fall of all the other bots in the rumble, and Biohazard had to work hard to defeat me It was then that I knew that I might have what it takes to actually build a machine capable of winning I ve been on that quest ever since Jim adds, wistfully, Oh, and I still haven t defeated Biohazard But I m getting closer.

If more information is known to be required, then the automated response can make that query The goal is to keep the customer in the automated system while still being responsive For some number of queries (ideally, a small number), a human will have to respond This implies a hierarchy of technical ability, each of which in turn analyzes the query, asks for more information if needed, and passes the request to the next level if it can t resolve the problem at that level Within a short while, you will learn what standard customer queries are and be able to automate the responses to these The trick is to detect the out of the normal queries and quickly pass them to the human hierarchy of knowledge response team This system structure provides the customer with an immediate response that is correct (or nearly so), or a response indicating that this problem requires some research What is most important is that the customer feels that he has been heard and his problems are being handled Ideally, the customer is also told approximately how long it will take for the answer to his/her problem to be researched and formulated Our experience is that customers are willing to wait a couple of days if they know that the response they will receive will be accurate and to the point Our interaction with vendors who have a poorly designed human interface on their product is that they have many more requests for help than if the product were more intuitive Their product is fairly technical, their customer service is overloaded, and their business is handled by humans in a hierarchical system The problem is that because there is no continuity to a given customer s request, a sequence of queries about the same subject receives answers that are mostly tangential to the query at hand This does not instill confidence in the customer base Needless to say, this customer is losing market share.

A simple Analytic Chart showing the Big Blue Bar and items in both the Series and Bottom Axis boxes

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