When Live Chat Becomes Live Frustration
Most organisations introduce online chat for a simple reason: to make it easier for customers to get answers.
Deirdre McElligott
7/10/20263 min read
Frustration
Most organisations introduce online chat for a simple reason: to make it easier for customers to get answers.
At least that’s the theory.
Recently I was helping a customer equip a new satellite office and needed to source a colour laser printer. As with most technology purchases, I started with research. After comparing numerous models and reading reviews, I identified a printer that consistently scored highly for reliability, performance and value for money.
There was just one problem. The model appeared to be available only in the UK market.
Undeterred, I visited the manufacturer’s website hoping to find the nearest equivalent model available locally.
This is where the customer journey started to unravel.
The Comparison Problem
The first frustration was the website itself.
The manufacturer offered a wide range of printers but no meaningful way to compare them side by side. To evaluate one model against another, I had to open each product page individually, study the specifications and then try to remember them while reviewing the next model.
Speed, networking options, print technology, scanning capabilities, paper handling – all had to be mentally tracked.
Fortunately, there was a prominent “Chat Now” option.
Excellent, I thought. Surely the manufacturer could guide me to the most suitable model.
The Chatbot Gatekeeper
The initial interaction was with a chatbot.
This isn’t unusual, although it immediately introduced some friction. After a few exchanges it became apparent that the bot wasn’t going to help with a product recommendation.
Eventually it suggested speaking with an agent, although curiously there was no obvious button to initiate the transfer.
After typing “Agent” and then “Sales” several times, I was finally connected to a human representative.
This should have been the point where things improved.
Unfortunately, it was the point where they got worse.
The Human Who Wasn’t Listening
I explained exactly what I needed.
A colour laser printer similar to the highly rated model I had researched. I even provided a link to the product on Amazon, including the specifications.
I highlighted the key requirements:
Colour laser printer
Fast printing
Ethernet connectivity
Copy functionality
Scan functionality
Simple enough.
After a lengthy pause, the agent recommended an inkjet printer. I reiterated that I was specifically looking for a laser printer.
Another pause followed.
The agent then explained that they were struggling to find an A3 laser printer that met my requirements. There was one small problem.
I had never mentioned A3. Not once.
The printer I referenced was an A4 model and the Amazon link clearly stated this. I corrected the misunderstanding and restated my requirements.
More waiting.
Eventually another recommendation arrived. This time it looked promising.
Until I checked the specifications. The printer connected via USB only.
One of the primary requirements I had specified from the beginning was Ethernet networking.
When I asked whether it had an Ethernet port, the response was:
“No, but you can use the USB port to connect it to your computer.”
At this point I was beginning to question whether anyone was actually listening. Eventually, after what felt like an eternity, I was provided with a model that genuinely met the requirements.
Ironically, the process had taken so long that I could probably have found it myself.
What Can Businesses Learn From This?
This experience wasn’t really about printers.
It was about customer service.
More specifically, it was about the difference between responding and listening. The representative was clearly trying to help. The problem wasn’t effort. The problem was understanding.
At no point did the conversation follow a structured process of gathering requirements and validating them before making recommendations.
A simple approach could have transformed the experience:
“Let me confirm your requirements.”
Colour laser?
A4?
Ethernet connectivity?
Copy and scan?
Fast print speed?
Once confirmed, every recommendation should have been measured against those requirements.
Instead, recommendations appeared to be made before understanding the need.
Customer Service Is Not About Providing Answers
Many organisations believe customer service is about answering questions.
It isn’t.
Customer service is about understanding needs and helping customers achieve their goals. A recommendation that doesn’t meet the customer’s requirements isn’t helpful, no matter how quickly it is delivered.
Whether the interaction is handled by a chatbot, a human agent or a combination of both, the same principle applies:
Listen first.
Understand second.
Recommend third.
When businesses reverse that order, customer service becomes little more than guesswork.
And guesswork rarely leads to satisfied customers.
The UXY Insight
Too many customer service interactions focus on providing an answer rather than solving a problem.
Customers don’t contact organisations because they want information.
They contact organisations because they want help.