Let’s face it. Siri’s great when it works, and rubbish when it doesn’t. Me: “Remind me to call Simon tomorrow morning at 9” – Siri: “OK, I’ll remind you”. Sorted. But it’s not always like that. Every now and again I say something that should work and I get something garbled and stupid back, or an even more annoying: “Sorry, I can’t do that right now, try later”. The problem is, when it goes wrong, there’s no fall back. The effort is wasted. So you gradually find yourself reverting to point and click and swipe and soft keyboards and other things that don’t work as well most of the time, but never fail so agonisingly badly.

The problem with Siri is there’s nobody to help out when the automation slips up. The most important thing with automation, which is never infallible, is to make sure that when it doesn’t work, there’s someone there to pick up the pieces comfortingly and smoothly without making the consumer feel like they wasted their time. That means you’ve got to have CTI, and you’ve got to have agents trained to use the information to manage the transition seamlessly. That way customers benefit from automation when it works, and hardly notice when it doesn’t, so everyone’s happy.


Topics: IVR Futures