Being obsessed with customer experience is a tough gig sometimes – every instance of poor service, inept processes and lousy systems can leave me having a less than happy day – but I recognise that I choose to be so obsessed. People in service industries, very often at the lower end of the income scale, probably have a lot more to be stressed and unhappy about right now. So maybe this is why surliness is on the rise. Or at least it would appear to be based on an entirely unscientific sample of recent interactions.
Blue chip client – those three words are catnip to any professional whether sole trader or major firm. In a discussion on golden questions – the key questions a client should ask their consultant to ensure their best value – I was reminded of a blue chip client of a firm I worked for where their golden question could best be summarised thus:
Where are my @*&$ing deliverables?!!!
The newsreader Justin Webb told an amusing story on BBC Radio 4 recently (starts 5 minutes in). He had apparently been brought up by his mother to believe that if you were to ask for anything in The Ritz in a suitably polite manner then – whether you were a guest or not – they would do it for you. One evening he was on his way to a corporate function, suitably smartly dressed, when he realised his top shirt button had come off. Not wishing to arrive looking unkempt he realised he was near the hotel and so went in and asked if it would be possible to replace the missing button. The hotel staff duly obliged and he was ushered into a side room where the shirt was swiftly restored to its former neatness.
Another day, another trip to my doctor for a blood test… yep, getting old requires taking my aging body in for maintenance with what seems like increasing frequency. But my day was brightened by an excellent interaction with the practice nurse extracting another armful. Here’s what made it great:
- A cheerful greeting.
- She acknowledged that this was the second test in a few days.
- We had a conversation about singing with choirs and performing on stage – two of my favourite topics.
Let’s unpack this because although the whole thing took less than 5 minutes and seems quite inconsequential, it carries important messages about great customer experience.
As a long-term fan of the band Talking Heads I’ve always found their lyrics intriguing and none more so than the line from the song Heaven which states that “Heaven is a place where nothing ever happens”. Taken out of context I am not totally sure I agree with the statement (and taken in context I am not sure I quite get it…) but the feeling you get when you expect something to happen and it doesn’t is definitely not heavenly.
Such was the feeling I had a few weeks ago when on the last working day before I was due to attend court for two weeks’ jury service I received a text telling me I was not required to turn up. A subsequent email put me “on hold” with the possibility that I might be discharged from service if not needed.
Apart from an abiding passion for rugby, I’m not a massive sports fan but I do like to take a good dip into big sporting occasions when they dominate the TV schedules and I’m patriotic enough to get quite excited when the national side(s) do well. So the Tokyo Olympics, despite coming hard on the heels of football and tennis’s big moments, has had a fair bit of my attention.
It’s been pointed out by some commentators that the Olympics is an opportunity for people to get wildly enthusiastic about sports they otherwise wouldn’t care about – as Eddie Izzard puts it, you don’t often hear people saying “What time is the dressage on?” – but I’ve noticed another phenomenon: the development of armchair expertise.
Unpacking the way in which my complaint to the AA was handled shows how a more customer-centric approach would have helped.
My recent experience with the AA resulted in a complaint which resulted in me leaving the AA, only to return as part of a much better deal with my car insurance provider. My original experience was bad but the complaints handling was not great either. However, as with all bad experiences, there is much that we can learn – in this case how to handle complaints so that they add value to the organisation and the customer.
My experience and observation of the complaint leads me to highlight five do’s and don’ts that, if followed, will turn your complaints department into a source of value for your organisation.
The AA saga continues…
Spoiler alerts: 1) this story has a happy ending 2) the film I’m Thinking of Ending Things doesn’t (well, to be quite honest, I’m not sure – it’s a good film but goodness knows what it was about).
After my long night of waiting for the AA I was left with a defunct car at the bottom of my street and, with a bank holiday weekend imminent, it stayed that way until the following Thursday, when a brief stay in a local garage returned it to working order. I thought I’d give it few days before complaining to the AA in case I needed to get them out again and, once it seemed like the new alternator was giving the battery enough power to get around, I called their Customer Solutions line.
Eventually I had to register my complaint with the AA about my lengthy breakdown experience.
It wasn’t very satisfactory!
A central London breakdown becomes an epic journey
It’s been a while since I’ve written about customer experience since there’s not a lot you can say about home delivery shopping and other pandemic-related services other than it’s been, well, OK. So it’s taken an almost entirely dreadful experience with AA’s breakdown service to get my customer experience mojo working again. Needs must, so here we go…
Thursday evening and my wife is on her way to a choir rehearsal on the other side of town. At 6.30pm and without warning the car engine cuts out in central London. Luckily she’s able to park up in a Holborn side street opposite a branch of Nando’s. Things could have been worse but then she calls the AA…