The service desk is dehumanizing its consumers.
What? How is this happening? Here are some examples.
People that interact with the service desk are treated like a number. Interactions between the consumer and the service desk are typically based on a ticket number.
Service desk agents are focused on procedures and hitting performance metrics. Hitting performance metrics and following procedures are good things to do, but not at the expense of enabling a good experience for the consumer.
Service desk agents are being provided with fewer and fewer opportunities to directly interact and empathize with the consumer. In fact, the use of technologies such as call containment solutions and self-service portals allow both the service desk agent and the consumer to bypass developing any human connection. For both the service desk and the consumer, it is “out of sight, out of mind.”
Is there value in humanizing the service desk?
What does it mean to “humanize”? To humanize means to make something friendlier to humans; easier for humans to relate to and appreciate.
Humanizing service desk interactions helps break down barriers — whether real or imagined — between the consumer and the service desk. By humanizing the interactions with consumers, the service desk becomes a helpful, “go-to” resource rather than a mosh pit of bureaucracy.
But humanizing delivers more than just a good experience; humanizing delivers real benefits and value.
First, humanizing the service desk promotes enhanced emotional connections between the consumer and the service desk agent. This enhanced connection drives improved trust between the consumer and the agent.
Humanizing results in better understanding of the consumer. According to this recent article from ZIWO, the more that the [service desk agent] understands regarding the consumers unique needs and desires, the better that agent can deliver solutions. As a result, the agent is better able to leverage the use of technology while embracing irreplaceable human touch.
Humanizing also delivers a capability for the consumer to advocate for the service desk. If we consider that the service desk represents the “brand” of an IT organization, it is imperative that the service desk consistently delivers great experiences. A great consumer experience with a brand in turn gets consumers talking (and saying great things about the service desk!), differentiates the brand, and increases consumer loyalty. [i]
Humanize the service desk
In a previous article for HDI, I challenged IT professionals that work outside of the service desk to humanize their experiences and interactions with the service desk.
But that is only part of the equation. Now, I’m challenging the service desk to humanize the consumer. Here are some tips:
- Personalize the experience by using the consumer’s name during every interaction.
- Use consumer-friendly language when writing knowledge articles or making notes within incident records. Remove the technobabble and “geek speak” – use terms and words that your mother would understand.
- Leverage AI to augment the service desk in performing common routine tasks, like password resets, provisioning software and applications, and answering those frequently asked questions. Doing this enables the consumer to feel more self-sufficient and empowered.
- Practice those active listening skills during verbal interactions with consumers. The HDI Support Center Analyst class discusses some techniques for active listening, such as paraphrasing, asking good questions, and overcoming active listening barriers. The consumer needs to feel that she is being heard and understood when talking with the service desk. In today’s digital world, if the consumer could have solved her issue, she wouldn’t be contacting the service desk!
Every ticket that is logged within the service management system represents a human that needs assistance, empathy, and to feel valued. Make it a humanized experience.