July 8, 2012
The dreaded VRU. How did it come to be such a brick wall? It’s a great tool for efficiency, of course- just not for us. No doubt it saves millions in staffing costs for companies, while creating a tedious, frustrating, and mind-numbing experience for those of us who spend infinitely more time navigating through the gauntlet of menus, only to find that none of them offer the right options- none offer a human. I’ll start to feel my blood pressure rising, the frustration growing, finally talking louder and louder to the VRU, as if I were talking to someone hard of hearing, saying, “I WANT A HUMAN!”, then getting the inevitably even-toned “I’m sorry, that is not a valid response. To return to the main menu, please press 1, now”.
It wouldn’t be so bad if there were always the option to speak to an agent, but many companies remove that option. Others offer it, but only after you’ve followed a path of automated responses that exhaust all possible functions the system has in its arsenal. The thing is, I don’t actually want to speak to a human. I’d much rather be able to solve everything through email or online. But sometimes, you can’t- and you really need to speak with someone, and it just shouldn’t have to be so hard.
Used the way they were intended, VRU’s have a place, providing answers to frequently asked questions, saving time and money- theoretically leaving more time for qualified agents to deal with more complicated issues. I get it. They can be a tolerable evil, to a degree, as long as there’s always the option to speak to someone. It’s just plain irresponsible to omit an option to do so.
In the early days of web shopping, you practically had to have connections to get a phone number at Amazon. There was one- but you could not find it on the site. It simply wasn’t there. When my friend AMB got the number- it was a big score- and we all saved it in our address books for future reference. It was like having privileged information. They’ve come a long way since those days.
Even now, there are a surprising number of high-profile companies that don’t provide phone service at all. Companies that just can’t handle the volume, or plain don’t want to. Some surprisingly big companies in the mix. See “Tech Companies Leave Phone Calls Behind” in yesterday’s New York Times- Quora doesn’t provide a phone number at all. Twitter has one, but it hangs up after directing you to email. Facebook is no better. In the article, Amy O’Leary describes the Linked In VRU cycle as a telephonic version of “Groundhog Day”. That pretty much sums it up.
And then…there are the times that speaking to an agent seems almost as existential as working your way through a VPU. Check out “The Theater of the Absurd” today in the NYT business section, for a humorous article on the subject, including a transcript of a baffling conversation between Alan Alda and a McAfee customer service agent, in which he says to her, “I am now in the land of Kafka” after going around in ridiculous circles. Worth a read.
I wonder if Siri could help. Try asking her to get you an agent at <company name here>, and see what happens. Let me know how that works out. I’m a generation behind, on the iPhone 4, so wouldn’t know. It would be worth the upgrade if she has that kind of power.