Emotional Intelligence in the Age of AI: The Advantage of Human Conversation
By Annabel Parrish, Customer Service Advisor at Glassboxx
I’ve been working at Glassboxx since August 2024, and my calls with customers inspired me to write this. In this technical age of chatbots, how nice it is to speak on the phone and ask how your day is going. You just can’t replace that.
Customers tell me they really appreciate our friendly service. Some customers like to chat for a while. It’s a part of their day that offers real connection, which is very important after the pandemic, when many felt isolated. We have lots of loyal customers; it’s always a pleasure to speak to them.
Each week, we engage with thousands of customers via different channels. The phone lines are a key part of that. Many people tell me they need to call us rather than using online services. The phone lines enable them to reach out. I am sure accessibility is on everyone’s mind as we focus on the European Accessibility Act (EAA), which comes into effect in June. I believe phone support is vital for a truly inclusive and personalised service.
I will be exploring three questions:
Why do customers like speaking on the phone?
Why is a phone line important for accessibility?
Will phone calls matter in the future?
Why do customers like speaking on the phone?
Customers call us for various reasons, but above all, they want to speak to a real person. They want to be heard and helped at that moment. A phone call is an actual live event. There’s no substitute for that, in my opinion. Many customers have said they are ‘‘glad to speak to a real person, and not a chatbot.’’
Talking on the phone allows you to convey tone of voice. That’s something that can’t be emulated by automation. It’s often instinctive when you’re speaking to someone. A call has the nuances of a direct conversation because you hear the intonation and other subtle qualities. It therefore adds a layer of meaning to a conversation.
Some customers say they can easily explain their questions on a call. I think it’s because they can express what they mean directly. I’ve noticed this is helpful when a customer calls to place an order for Princeton University Press, for example. We can talk through their queries step-by-step while they are on the call. We can give live feedback. I had a recent call where a customer said they were unsure about shipping options. Talking through the order process helped us work out how to resolve the question. They’d moved to another country, and that was an important detail that became clear during the conversation.
The power of the phone call is to build relationships, and we have many loyal customers. We’ve been speaking to them for a long time, and can recognise their name as soon as they start talking. Customers tell me how much they like the personal touch that we offer. It’s also lovely for us to engage with people who appreciate our service.
One of our very loyal customers at The Reading House usually calls every couple of weeks to place an order. They’ve praised the customer service team for helping them and finding audiobooks they love. They’ve asked me to give their thanks to the team many times, which makes our day. I always enjoy chatting to them and helping to suggest new authors they’ll enjoy. I read through audiobook descriptions for them, because that’s how they prefer to select items. They wished us a Happy Christmas, and often ask how our day has been. We all look forward to their calls. I don’t think we would’ve built that rapport without speaking on the phone.
We remember all our regular customers and what they like to order. We enjoy exploring the genre they prefer, the authors they love, and the subjects they’re interested in. Many customers are gradually ordering every book in a series. I remember a customer who called a few months ago and was delighted to be ordering another audiobook by their favourite author. They wanted to share their memories of the city where they lived. They told me why they liked stories based around Liverpool, and how they enjoyed the nostalgia. It’s a call I remember well, because it highlighted how our conversations are about more than placing an order.
Customers like speaking on the phone because it’s a real conversation. It allows them to explain their queries in real time, and it’s also a wonderful way to build rapport. We’ve got very loyal customers who appreciate personalised service.
Why is a phone line important for accessibility?
The Accessibility Act will require organisations to incorporate accessibility into their products and services, including digital publishing and eCommerce. We have always focused on accessibility. Our Product Manager, Sydney, has created a booklet about accessibility through web design. She explains how developers can include various features, making products easier for everyone to use (‘Accessibility and eCommerce’).
People who lack access to digital services or struggle to use them need an alternative. That’s where phone lines are key. Complete accessibility means helping customers who cannot use websites and email services. A phone line is essential so all customers can contact us. It’s one of many ways we prioritise accessibility across the business.
I’ve had the pleasure of talking to many customers on the phone. I’m often called by people who explain they do not have another way to speak to us, for various reasons. Many have described severe health conditions. I think it’s important to remember that a customer calling us may feel excluded in other aspects of life. Chronic illness and disability can create a lot of loneliness. The pandemic showed everyone what it’s like to be at home. The restriction, boredom, and isolation. For some people with long-term illness, that’s just their everyday life. Phone calls are a great way to maintain connection and kindness.
Sometimes, the Reading House customers tell me why they order audiobooks or large-print books. Some people have told me they are sadly experiencing sight loss or have other medical conditions that affect their ability to read a standard printed book. The products we offer help all customers enjoy books. Our phone lines are also crucial so that all customers can contact us directly.
Customers regularly tell me how audiobooks offer a lot of entertainment in challenging circumstances. I remember a call with a customer earlier this year who told me they’re gradually losing sight. It sounded like such a difficult situation because of the way it has developed over time. They expressed how devastating this is for them. They also explained how audiobooks add a bit of cheer to their day and how much that means to them. It was clear they liked being able to call our friendly team to place their orders.
There are other reasons why customers need to call us. Some have explained they have no option to use a website, because they don’t have internet access at home. One of our regular customers has explained this. They told me the first time we spoke that they don’t have internet at home, and are always very clear about what they want to order. Without our help, they could not order the publisher’s books. It’s therefore essential for customers to be able to call us. The customer always expresses their appreciation for this.
Access to digital services can vary for customers. Some customers tell me they spend much time at home and only use a landline or mobile to make calls. They said they would never order online because they don’t have a computer. Broadband and a tablet or computer are expensive additions for someone to afford. This is particularly relevant during a cost-of-living crisis. I think it’s essential to consider why someone may not have access to digital services. If someone is also unwell, they might not feel able to visit their local library to use a computer. Equally, not all customers will have family or friends who could help them with online orders.
Even for customers with internet access at home, some have called because they are not confident using digital services. Those calls make me reflect on the importance of our service. We’re helping to bridge that gap between a customer’s digital skills and eCommerce systems. I remember a recent call with a customer trying to find books on one of our client websites, and they were getting quite stressed, as they didn’t usually order anything online. They were worried about making a mistake. They just wanted someone to walk through the process with them. We can offer that reassurance and help, so someone feels more comfortable.
Accessibility is a broad term. In this context, it means that all customers can connect with us. It’s not determined by their access to digital services or health conditions. I think it’s important to be aware that not everyone can use an online order system, even if it’s second nature for many people nowadays. For many customers, a phone line is crucial. It offers a way to reach out and get the books they want to enjoy.
Will phone calls matter in the future?
A phone call is a touchpoint for communication. A chatbot is not comparable to a call with a real person; someone who has built a relationship with a customer. I believe phone calls will still matter in the future because you can’t replace their qualities and benefits. The feedback I’ve had from customers confirms that. They want to be able to speak to us, or some have no other way to reach out. It goes beyond a practical function, though. They value our friendly and professional service.
There are many reasons why phone calls are essential, even as technology evolves. They offer the opportunity for real connection, to be fully inclusive and accessible, and to offer personalised service. Above all, people know the difference between a chatbot and a real person; it’s instinctive. It’s more reassuring to speak to someone on the phone. There’s no substitute for that.
True accessibility means that products and services are available for everyone. We reflect that ethos in all that we do, and phone calls are a vital part of that.
More details about the Accessibility Act can be found on the European Commission website.
