Is it Live? Does it Have to Be?

Everyone uses Google and, because the service is free to the user, no one expects anything more than some FAQ screens and forums for customer support. But it doesn’t stop there for Google. Because it offers Google AdWords and some premium Google Apps, the company is adding live, human contact as part of its customer experience.

An article on CNN examines to what extent those who offer services free to the consumer can rely on the first line of support systems, mostly electronic self help, and not make substantial investment in call center and other live, human interaction. The jumping off point right now seems to be whether a customer actually pays for the service or not. But the author suggests that might change.

The first reason is, because Google is now such a big part of everyday life, many business people and small businesses increasingly rely on it in their personal and professional lives. The second is that Google is offering an increasingly bigger range of paid services. The third reason is that the Google model is driving a number of services, which require a subscription or payment, out of business and is seemingly acquiring those expectations.

It is a very unique challenge and will be interesting to watch how the search service walks the fine line of holding down costs through automated customer service and provides highly personnel service for its segment of customers who need and expect it. Even though it’s hard to foresee any real challenges or compeitive threats emerge for Google, expect the customer service challenge and the solution to evolve through time.