The Problem with Checklist Customer Service: A Response to Rory Sutherland's Insights

Customer service has evolved significantly over the years, but not all changes have been for the better. Rory Sutherland, Vice Chairman of Ogilvy UK and author of "Alchemy," recently shared his thoughts on a troubling trend in customer service management. His insights, combined with real-world experiences, highlight a critical issue in how businesses approach customer interactions.

The Checklist Trap

In modern customer service, there's a concerning trend: the over-monitoring of customer-facing staff through rigid checklists and procedures. As Rory Sutherland, Vice Chairman of Ogilvy UK, points out, this approach is fundamentally flawed. Customer service representatives are becoming increasingly constrained, unable to use their initiative or creativity to solve unique customer problems.

The Amazon Locker Story

Sutherland shares his frustrating experience with Amazon delivery services. When faced with a failed delivery to his chosen locker, the system's inflexibility prevented a simple solution: delivering to another nearby locker. Despite having multiple alternative locations available, the representative couldn't deviate from the prescribed process.

Consider a typical bank interaction: A customer calls with an issue and must first go through an extensive verification process. When transferred to another department, they're forced to repeat the entire verification process again, simply because it's "company policy" and part of the mandatory checklist.

The Real Cost of Over-Automation

This rigid approach comes with significant drawbacks:

  • Reduced problem-solving ability

  • Frustrated customers

  • Inefficient service delivery

  • Lost opportunities for creative solutions

The Power of Empowerment

High-end hotels understand this concept well. They allow their staff to "extemporize" - to think on their feet and create custom solutions for unique situations. This approach recognizes that not every customer interaction fits into a predetermined box.

A Better Approach

Instead of rigid checklists, organizations should:

  1. Trust their customer service representatives

  2. Allow flexibility in handling unique situations

  3. Focus on making interactions effortless for customers

  4. Empower staff to make decisions that benefit the customer

The Bottom Line

As Sutherland eloquently puts it, "The urge to turn every flaming thing into an algorithm is actually destroying businesses." While automation has its place in handling routine requests, human creativity and initiative remain essential for delivering exceptional customer service.

The key is finding the right balance: Use automation for repetitive tasks, but empower your staff to handle unique situations with the flexibility and creativity they require. The goal should always be to make the customer's experience as effortless as possible.

Remember: Not everyone functions like a machine, and not every problem can be solved with a checklist.


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