The Wall Street Journal reports that so-called ’small investors’ are being routed to automated call centers instead of being connected to their broker. The problem is two-fold: brokerage houses have reclassified a lot of long-term investors as ’small’ without telling tell; and they’re treating the shift to call centers as some kind of punishment. Instead of selling it as a feature, they’re all put telling customers they’re now second class citizens.
This brings-up an interesting issue. How does one best educate ones client base to see on-demand speech and other IVR systems as a benefit and not a punishment?
Answer: it’s all about the experience. More on this later…
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