It’s 2024, and the age of automation has largely taken over our phones, computers, and businesses. This isn’t entirely a bad thing, you understand. It gives us the ability to spend time and money elsewhere—from investing in staff to spending more time on innovating technology rather than whittling away large sums of money hiring extra workers to simply answer and route phone calls.

However, no one wants to hear these words, “Push 7 to be connected with...” only to get to a dead end, a voicemail, or an option list that still doesn’t sound like the answer to your problem. In fact, there’s almost no more invalidating thing for a customer to hear than the ironic, “Your call is very important to us. Please continue to hold, and the next representative will be with you shortly.” Add on the fact that you might be holding for 20 minutes or longer, only to get to the wrong person, and you’ve now described the experience nobody wants.

So, how do we solve these issues? More specifically, how do managers and employees keep customers happy while maintaining the delicate balance between the solutions provided by automation and the very tangible benefits of having real people solving problems? The answer is never simple, but some guiding principles can go a long way in establishing a basic code of conduct that ensures your customers will 1) feel heard; 2) have their problems resolved to satisfaction; and 3) come back again or refer you to others as a trusted resource.

Real answers turn away wrath

One thing that every automated system needs is a “For all other questions, push O” button. Won’t people abuse it? Well, yes. People also use the carpool lane when they’re in a rush, and order Happy Meals when they don’t have kids. But the world keeps spinning. Give them that option—and have more than one person available to take those calls.

Second, the “Press 1 to get a call back” option is worth the hassle and extra cost—as long as the system also verifies the correct number.

Speaking of automation, use it for more than just phone calls. Getting better data can help you serve your customers. And what easier way to collect those facts than employing a bit of artificial intelligence? In addition to phone calls, live chats are also becoming a fast favorite among the younger generation, with most opting to chat online rather than spend their time on a phone call with a representative.

Lastly, and most important, keep in mind the need to actually find an answer to your customer or client’s question. As an example, I recently called about some medical test results. The phone representative transferred me elsewhere, and that person told me to email my question to the provider’s office via MyChart. After I sent my message in MyChart, they stated they couldn’t help me but directed me to call the original number. Do you see a very real and circular problem here? (I ended up having to inquire with my referring provider, then do research on my own when he was unable to answer in more detail without having the original test in front of him.) 

These types of problems are rampant—and avoidable—in customer service. Quite frankly, if you don’t know the answer, ask the caller if you can call them back. Confirm the best number, ask whether it’s OK to leave a voicemail, and even offer to provide a follow-up from the manager or resident expert on your team, if possible. The caller will not only be grateful for the time you took to look into their specific situation, but will likely recommend your company and remember that someone cared. Oh, and if that care includes directing them elsewhere, make sure they know to call you back if they hit a dead end.

Competent, confident employees are your most important asset

Have you ever met an employee who really, really cared about their job, and then looked around and thought, “They’re too good to be here.” Conversely, have you ever wondered how someone kept their job at a high-end establishment? Neither thought is a comforting reality for that business. The role of employees when it comes to establishing a sense of care and competence in a customer service position can’t be overstated. After all, keeping your employees happy is, realistically, one giant step closer to keeping your customers happy.

Forbes recently published a list of several timely, modern, and tested ways to retain good employees. Beyond the basics of paying them well, recognizing good work, encouraging balance between work and home life, and creating a distinct company culture, they also offer more practical suggestions, such as allowing employees to work from home, keeping them engaged with active listening and chances to offer company feedback, and making sure to provide “wellness offerings” such as sick pay or tools and resources to deal with mental health issues.

If in doubt, ask your customers what they think

You know the drill: “After this call, would you be willing to take a brief survey?” Many will opt out, but it’s a fine way to at least offer a chance for satisfied—or, more important, unsatisfied—customers to give you some insight into what you could improve.

Tools like Qualtrics software can incorporate surveys and user-friendly dashboards into your everyday operations, and well-known apps like Survey Monkey can also help you parse your customers’ likes and dislikes to keep you from ending up on their naughty list permanently.

Of course, there are numerous other ways to improve your customer service and make your business better; this is by no means an exhaustive list. But for now, consider your customers’ opinions as your most important indicators of what is going well—and what could be better—in your organization.