{"id":101284,"date":"2014-04-29T11:07:30","date_gmt":"2014-04-29T18:07:30","guid":{"rendered":"http:\/\/www.interactionmetrics.com\/blog\/?p=568"},"modified":"2014-05-01T07:05:19","modified_gmt":"2014-05-01T14:05:19","slug":"dont-feed-the-haggler-why-etrade-needs-customer-service-evaluation","status":"publish","type":"post","link":"https:\/\/customerthink.com\/dont-feed-the-haggler-why-etrade-needs-customer-service-evaluation\/","title":{"rendered":"Don\u2019t Feed the Haggler! Why E*TRADE Needs Customer Service Evaluation."},"content":{"rendered":"<p>This Sunday in The Haggler (<a title=\"In a Stock Trade, It\u2019s Man vs. Machine\" href=\"http:\/\/www.nytimes.com\/2014\/04\/27\/your-money\/in-a-stock-trade-its-man-vs-machine.html?_r=0\" >David Segal. \u201cIn a Stock Trade, It\u2019s Man vs. Machine.\u201d <em>New York Times<\/em>, April 27, 2014<\/a>), David Segal looked at a situation in which a computer misunderstood human language. We\u2019re not surprised. As we\u2019ve said <a href=\"http:\/\/www.interactionmetrics.com\/blog\/?p=457\" >before<\/a>, customer experiences are complex, so computers don\u2019t always get it.<a class=\"alignright\" href=\"http:\/\/www.interactionmetrics.com\/blog\/wp-content\/uploads\/2014\/04\/The-Haggler-NYT.jpg\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-569\" alt=\"The-Haggler-NYT\" src=\"http:\/\/www.interactionmetrics.com\/blog\/wp-content\/uploads\/2014\/04\/The-Haggler-NYT.jpg\" width=\"193\" height=\"128\"\/><\/a><\/p>\n<p>In this particular case, a customer intended to use the IVR system at E*TRADE to sell 5 shares of his Apple stock\u2014but the computer sold all 119 shares in his account. When the customer contacted E*TRADE to resolve the issue, they responded with an ambiguous, stock response:<\/p>\n<p><em>\u201cA trade inquiry was completed on Sept. 10, 2012, and it was confirmed that the order was properly handled per your instructions.\u201d<\/em><\/p>\n<p>What was this \u201ctrade inquiry\u201d? One would think this meant that a thorough customer service evaluation was performed\u2014that an auditor listened to a recording of the customer\u2019s instructions to confirm the computer got it right. But as David Segal learned, E*TRADE didn\u2019t even have a recording available.<\/p>\n<p><strong>OUR TAKE:<\/strong><\/p>\n<p>The customer service technologies that E*TRADE uses are essential. They keep costs low for companies and make routine transactions efficient for customers. However, E*TRADE (and plenty of other companies) are over-trusting of their software, especially when it comes to customer service.<\/p>\n<p>The E*TRADE system is set up as though the machine is infallible and customer service evaluation unnecessary. As this instance shows, customer service evaluation is <em>essential<\/em>\u2014and that\u2019s especially true when things go awry. <strong>What E*TRADE needed was human process to identify the error and provide the customer with a meaningful response<\/strong>. They didn\u2019t have this process\u2014so they wound up feeding David Segal a quote, ripened and ready for Sunday\u2019s Haggler.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This Sunday in The Haggler (David Segal. \u201cIn a Stock Trade, It\u2019s Man vs. Machine.\u201d New York Times, April 27, 2014), David Segal looked at a situation in which a computer misunderstood human language. We\u2019re not surprised. As we\u2019ve said before, customer experiences are complex, so computers don\u2019t always get it. In this particular case, [&hellip;]<\/p>\n","protected":false},"author":7916,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[128,87],"tags":[],"_links":{"self":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts\/101284"}],"collection":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/users\/7916"}],"replies":[{"embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/comments?post=101284"}],"version-history":[{"count":0,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts\/101284\/revisions"}],"wp:attachment":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/media?parent=101284"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/categories?post=101284"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/tags?post=101284"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}