06 Nov 2006 0806H

“Customer Service Architecture”

I just heard on the radio that 85% of people polled in this story have been so upset by customer service over a tech problem that they swore, shouted, cried, hit something in frustration, or experienced chest pains. Yes, chest pains. This is an opportunity for information architects to create a more productive support experience. Ben Shneiderman and Randolph Bias from UT Austin I-School talk about how companies can invest up front to minimize support costs. Obviously designing error out of the product is much less costly than opening a call center in India or Arkansas, training the staff, and keeping them going for the life of the product. But, there is another opportunity on the support side: for instance, IAs can come in on the support side to structure user needs and information gleaned from support logs to identify emerging issues and rapidly iterate towards more productive solutions for their publics.

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