Words are easy to say. Examples:

  • We are the leading ____ in the Midwest/Southwest/Northwest/etc. (says who? Prove it.)
  • Our patients’ care is important to us (no, it’s not…you only care if your customers’ accounts are paid in full. If patients’ care were actually important, you would fix what’s broken.)
  • Your call is important to us (no, it’s actually not. If it were actually important to you, you would have more customer service reps working so that the wait times were either non-existent or much shorter. The truth is that you would rather cut costs/headcount and have your customers wait. Be truthful about it. Stop the B.S.)

A vast number of American corporations don’t actually care about their customers — their concern focuses solely on obtaining their customers’ money.
One of the ways this plays out is that they hide behind the labyrinths that are designed into the call pathways in their Voice Response Units (VRUs). VRUs have been abused. Corporations hide behind them. It’s hard to actually reach a person or hold a person accountable for something.

And now, with executives getting rid of entry-level jobs in customer service, they seek to cut costs further as they implement AI-based systems…which rarely give us what we’re looking for.

But even in written communications, times seem to be changing…and not for the better. I had a customer service rep write me a letter recently (regarding an incident with our daughter’s experience at a blood lab). But in the letter, she didn’t even provide her last name or a direct phone # in her correspondence. This would NEVER have happened in business letters back in the day — her last name would have been present, for sure — and likely a direct phone #. This isn’t her fault. It’s her leadership’s fault. BTW, the issue was passed along to the lab’s leadership…and she closed her ticket out. But there was no mention of an actual fix or resolution. Nice hand washing job, don’t you think?

Another case in point. This time, involving Apple. (BTW, I’ve been a long-time Apple fan…until the last several years. They have lost some of their focus on customer service.) I wanted to ask a question about a purchase that showed up on our Visa bill from apple.com/bill. Do you think I could find an 800# to talk with someone at Apple? Nope. You can try to find things via their online-based support systems, but often their documentation doesn’t match up with one’s devices. I couldn’t even use their chat feature — their systems told me that their chat feature wasn’t available (and it was 11:30am EST). 

I’m sure if you thought about it, you could come up with your own recent examples of poor customer service experiences — or examples of companies that you did business with who didn’t deliver what they said they would deliver.

The issue runs deeper than we think. It actually has to do with whether people actually care about each other or not. And here in America, actually caring about others seems to be in short supply.