Customers tend to dislike outsourced customer service departments and endless telephone menus that seem to keep them away from any form of human contact. That makes personal service a competitive advantage and companies never shirk from declaiming their commitment to it - even if the reality may be very different.
The screen-shot above comes from an insurance company and was what I saw when a basic renewal proved impossible to achieve online. I interpreted the options as send an email into the abyss and hope for a response some time in the future or tangle with the premium rate phone line. I opted for the latter and got my policy renewed.
I also discovered that the innocuous "ask us a question" hid the option of IM interaction with a team of online specialists. Real people answering my questions in real time? Wouldn't that have been worth emphasising?
