Breadcrumbs

The BAD Model Explained

What is the ‘BAD Model’?

Organizations use the ‘BAD model’ to categorize their customer interactions into:

  • Bottable

  • Avoidable

  • Desirable

This model helps optimize customer service strategies. By identifying which category an interaction falls into, organizations can allocate resources more effectively, automate what needs to be automated, refine processes to reduce avoidable interactions, and focus human talent on areas that truly require it.

This strategic approach leads to:

  • Improved efficiency

  • Better customer satisfaction

  • Overall enhancement of service quality

What does the Avoidable category entail in the ‘BAD Model’?

Avoidable interactions are those that ideally should not occur if previous customer touchpoints were effective.

Characteristics of Avoidable Interactions:

  • Stem from a deficiency in customer service or product information.

  • Can be eliminated through better processes, improved information provision, or product enhancements.

Benefits:

  • Reducing avoidable interactions leads to improved customer satisfaction and loyalty.

  • Helps refine products, services, or information.

Examples of Avoidable Questions:

  • Complaints about misleading, incomplete, or incorrect product descriptions.

  • Interactions resulting from information that is available but not easily found.

What does the Bottable category entail in the ‘BAD Model’?

Bottable interactions are those that can be effectively handled by automated systems, such as chatbots.

Characteristics of Bottable Interactions:

  • Routine and/or repetitive questions.

  • Standard responses are sufficient.

  • Common but low in complexity.

Benefits:

  • Frees up human employees to handle more complex questions.

  • Increases efficiency and reduces response time.

Examples of Bottable Interactions:

  • FAQs in a standard question-answer format.

  • Checking statuses.

  • Simple account inquiries.

What does the Desirable category entail in the ‘BAD Model’?

Desirable interactions are high-value interactions where personalized customer service adds significant value.

Characteristics of Desirable Interactions:

  • Complex, sensitive, and/or offer upselling or cross-selling opportunities.

  • Require human empathy, judgment, and/or expertise.

Benefits:

  • Lead to deeper customer relationships and increased loyalty.

  • Provide opportunities for personalized service and sales.

Examples of Desirable Conversations:

  • Handling a complex complaint.

  • Personalized product recommendations.

  • Tailored advice.