I am not saying that you shouldn't change the layout of the store or move the touchpoint to the place where it's more likely to be seen. But if you get fixated on the reality, you (or your client) will end up spending a lot or not fixing anything.
And sometimes the fix is small and unnoticeable, but powerful as hell. And it lies in the human's perception.
A customer that has called your customer service center does care a lot about the time he spent in the queue waiting for the representative to answer his call, but will it even matter if you were not able to process his emotions once the call was received?
Here is a situation. Nikita is willing to fix his stove. It's been broken for a while, he can't cook, his wife is agitated, and this isn't the first time the stove is going off. He calls your service up and few things happen.
- He waits in the queue for a long time. And the freshly installed AI doesn't help.
- Once he reaches to the customer care representative, he feels that the guy is trying to get rid of him as fast as possible, hence, doesn't really care about the pain.
- The process is a pain, and although, according to Nikita, the problem is clear, instead of sending the fixing team right away, the CC representative sends a team that is trying to find out the "real" problem.
Well done, you figured the challenges out. Now you want the client to fix them:
- Infrastructural change to ensure the AI is better, the call through is quicker. (serious investments)
- Staff increase, to ensure that people can spend more time on the call and/or take the call quicker. (serious investments)
- Processual change, retraining the personnel to make sure that the understand the new processes. You give a guide on how to understand the issue on the call instead of sending the team. (serious investments)
Awesome. Was Nikita's problem fixed? Not yet, and although next time the call might be smoother for Nikita, he will still hate you and your customer care.
Because it's his feelings you have to work on first. Being empathetic is the first step. Acknowledging the problem, accepting that there is a whole emotional luggage behind it, apologizing and offering help will create trust and give Nikita a relief.
If you can afford changing everything else, do! But don't forget about feelings. It will take a workshop or two and a guide to get your customer care team there.