A new bill introduced in California aims to reduce customer frustration with automated support systems by requiring businesses to offer access to a human representative within a reasonable timeframe.
Effort Stemmed From Personal Experience
The legislation, Assembly Bill 1609, was inspired by Assemblymember Rick Chavez Zbur’s own experience attempting to help his mother obtain medication during the COVID-19 pandemic. He reported being placed on hold with a pharmacy for four hours while actively driving to the location.
Bill Details
If passed, the bill would require businesses to connect customers with a human customer service representative within 5 minutes of the call being answered, upon request. Hold times would also be capped at 5 minutes. Companies utilizing online customer service platforms would be required to prominently display a phone number for reaching a human representative.
Assemblymember Zbur emphasized that the bill isn’t intended to eliminate technology from customer service, but rather to prevent it from becoming an obstacle to receiving assistance. He also noted the bill could help protect jobs by discouraging companies from fully automating their customer service operations.
The bill has garnered support from both a communications workers’ union and the technology advocacy group TechEquity. Samantha Gordon, Chief Advocacy Officer of TechEquity, stated that the bill recognizes “people deserve access to human support when it matters” and ensures technology serves people, not the other way around.
Assemblymember Zbur’s office has already begun discussions with retail groups and other stakeholders who may be affected by the proposed law. This legislation follows a recently enacted law requiring human customer service access for app-based food delivery services.
Frequently Asked Questions
What problem is this bill trying to solve?
The bill aims to address the issue of excessively long hold times and frustrating experiences with automated customer service systems, ensuring customers have reasonable access to human assistance.
What are the key requirements of the bill?
The bill would require businesses to connect customers with a human representative within 5 minutes of the call being answered, limit hold times to 5 minutes, and require a clearly visible phone number for human support on online platforms.
Who supports this bill?
The bill has gained support from both a communication workers’ union and a technology advocacy group, TechEquity.
As the bill moves forward, it could face debate regarding implementation challenges and potential costs for businesses. It remains to be seen whether the bill will pass and, if so, how effectively it will be enforced.