I recently saw a commercial for Chase Sapphire Preferred that had a parody on the stereotypical bad IVR experience. In the commercial, a person attempts to ask the airport employee a question, but the employee speaks as if he is a poorly-designed, automated IVR. Instead of being helped right away, the caller is strung along through a series of questions until finally he is “hung up” on. The commercial ends with the tag line, “You don’t like automated customer service, and neither do we.” I found the skit pretty ironic considering that the commercial was shot in an airport, where many services are becoming automated.
People do not necessarily dislike automation, they dislike bad automation. They do not want to:
- Repeat information that they have already provided
- Listen to menu options that do not pertain to them
- Wait several minutes to solve their problem only to be rerouted to a different IVR
- Get hung up on, like in the example of the commercial