An e-mail auto-responder is a fully automated service that answers customer e-mail or Web-form queries by analyzing and keyword-searching the query, providing the solution from a prescribed knowledge database, and delivering it back to the customer. The common belief is that auto-response helps achieve customer satisfaction while saving money at the same time, which makes it a highly attractive customer service tool. Unfortunately it is often overused.

The Problem

Auto-response support generally fails for one of the following reasons:

• The client receives an acknowledgement of receipt with no indication of what will happen next.
• The response does not provide alternative contact information.
• The response does not deliver the solution as promised, or delivers irrelevant information and leaves the customer with no other options.

The next step users take is generally calling the help desk (if they can) or simply closing the window and moving on. Either way, the enterprise increases support costs through more expensive human interactions, and may lose customer satisfaction, loyalty, and revenue as well.