Have you tried calling a business’s customer service team recently?
I'm going to take my chance and say no. Somewhere between the chirpy website chatbot, the app you have to download just to ask a question, and the automated phone system that hangs up before you’ve finished explaining yourself, actually speaking to a human has started to feel like a luxury.
But here’s the thing: that has always been, and always will be, true. Service design shapes a brand’s entire perception – for some brands, more so than the glossy campaigns they spend (most of) their marketing budgets on.
Take Octopus Energy’s radio ads that focus entirely on (supposedly) real customers highlighting the very good customer service they’ve received. The brand recognizes that these firsthand accounts do more to build recognition and trust than any shiny celebrity voiceover ever would.
