The other day, a customer service snafu reminded me that bigger organizations do not always deliver better experiences – and that technology alone can’t deliver superior service.
Unfortunately, it is not uncommon these days to see claims of “bigger and better” and “high tech” replace what we at Perspectives call “high touch” service; a term that, according to PC Magazine, was originally coined in the early 1980s by John Naisbitt in his best-selling book “Megatrends.” Naisbitt believed that automating every business transaction without human interaction was a mistake, stating that there’s no substitute for “the personal touch.”
I experienced this when I used the telephonic option at Walgreens to order a refill for a prescription. I did all the usual things and then indicated the time that I wanted to pick up my order. The computer then went through the verification process and told me that I could pick up my refill at the designated time.
So far, so good. But when I went in to pick up my prescription, the people at the pharmacy told me that they couldn’t refill it for two more days.
Now, don’t get me wrong. I do understand the need for following protocol especially when it comes to medications. But when I asked them why they issued a phone approval or did not call me ahead of time to let me know that so that I would not have to make a needless trip, the pharmacy tech said that the computers didn’t do that.
WOW. It sure sounded cool to use “convenience technology” – but it didn’t hold true to its promise.
So, what relevance does this have to employee assistance programs (EAPs)? Well, of late, a number of EAPs have been bought or developed by large insurance companies (like Aetna Insurance’s purchase of Horizon or OptumHealth’s acquisition of PPC Worldwide) who boast of great technology and a “high touch” approach.
Like my Walgreens example, however, when it really comes down to it, that may not be what you actually get.
One concern is that some larger EAP vendors consider EAP a secondary priority. Meaning, professionals that serve the EAP function have other primary duties and must be “located” each time an EAP inquiry is made by your employees.
To me, “high touch” in the EAP field means that real people, dedicated to serving you, are available when you need them. And, they assess the challenges you’re facing, get you the right help and stay with you throughout the entire process. It also means being there for HR managers looking for organizational help as well as employees with personal concerns.
The “big guys” miss the mark here and in several other ways when it comes to being high touch. Some of them embed EAP in products like life insurance and long term disability as “throw-ins,” but those EAPs are often invisible and rarely provide onsite training or in-person counseling.
A true high-touch EAP has the EAP as its primary business and promotes the EAP benefit to employees within your organization. Like Perspectives, a true EAP is also human resources’ employee relations partner and is involved onsite when companies need them.
That’s high touch.
And what about the “high tech” piece? Technology is great when used appropriately; to better engage and serve clients.
But many times, the technology piece is used alone, or as a means of dialing down personal interactions, and not as one of many tools in the arsenal that assists the user in getting the right resources. And, unlike the Walgreens example, most people using an EAP are seeking help that can be best provided after an assessment by an experienced, qualified counselor.
So this is really a “buyer beware” warning. In these very difficult economic times, employers need to have EAPs that are visible, truly high touch and real partners with employers in finding solutions to keep employees engaged, healthy and productive. This allows employees to deal with stress both on and off the job.
Employers should also look to EAPs as organizational partners to assist them in all of the change management occurring.
As for Walgreens, the next time I use its services, I hope that I get the right help and not just something that sounds “cool,” especially if I have to go out in the cold for nothing.
Tags: Aetna Insurance, EAP, Employee Assistance Program, employee relations, employees, high tech, high touch, Horizon, HR, HR manager, OptumHealth, organizational help, personal concerns, Perspectives, PPC Worldwide, technology
Leave a Reply