Improving customer experiences: when WOW! stands for Waste Of Work
I’m asked if my account with them really is out of contract. I thought if anyone should know, they should. To be certain, he gives me a number to text a keyword to. We wait with baited breath for a message to come back. “You ain’t got nuthin’ yet? Oh, you need to write the keyword in capitals, sorry”. I try again and again I get nothing back. We struggle on but when he asks if I can call back in 15 minutes my patience runs out.
I know this particular company can do better, a lot better. We rate customer experiences on three dimensions; how easy was it, did it do what I set out to achieve and how did it make me feel. On none of those levels did the company score well at all, the effort amplified by the fact that it should have been so easy.
I wish those in the board room who sign-off the high-cost Wow! investments that few are asking for could experience the customer journey of the low-cost, invaluable basics being done badly for so many. These are basic expectations, the bar of which is rising faster than the bar of Wow! expectations. The irony is that a customer experience with all the basics in place, done well time after time creates more differentiation, more loyalty and itself becomes the “Wow!”.
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