Unmasking the Service Illusion: Why Listening to Customers Matters More Than Ever

Consumer Reports’ November/December 2023 issue is on newsstands now. The company’s flagship website and magazine publishes reviews and comparisons of consumer products and services, reaching millions of readers each month. The website (CR.org) has been called “the most successful online content business.”  

The current issue features an article entitled “9 Secrets to Getting Great Customer Service” by Beth Braverman. I was one of the sources for the article, which covers, as promised, tips and tactics for getting better customer service. It’s well-written, practical and addresses the widespread frustration with customer service.

Braverman characterizes the current the state of service this way: “Blame automated call systems, hard-to-navigate automated phone trees, understaffed call centers, and FAQs that don’t answer our Qs. It often feels as if companies are less generous and less concerned than ever about making their customers happy.”

Yep. And what a contrast with the content coming from our profession—the customer service and customer experience community: AI is a gamechanger that is pushing the boundaries of service; omnichannel is enabling seamless experiences; data analytics tools are powering personalized experiences; and so on. All true. But try to explain these developments to others who aren’t in the industry and you’ll often get incredulous looks and hear some service horror stories.

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