Friday, March 14, 2008

James Whatley On Customer Expectations of GREAT Customer Service.

Oh dear. Mr. James Whatley, esteemed mobile technology blogger, goes drops his Vodafone Nokia N95, which he loves, dearly, and calls Vodafone to get his fix (literally, the man loves his N95). So rather than replay the incident, why don't you just drop over here and have a read. Back? I didn't think so, but I will go on with a little Friday Quiz anyway: - James was transferred to another agent because it was felt that his claim was insurance related: was this good practice? (Yes, I know they are another company, but think about it, was it good practice?) - James was so infuriated with the Insurance Agent giggling (I jest not) at him when introducting herself and the company, that he hung up, and rang back (Given that the company deals with Insurance claims, I think it's pretty obvious that a lot of people are going to be wound up a bit emotionally when they ring); so, how can an agent "Get Away" with this? (cheat sheet: culture) - James Rang back to get a different agent. Had to give all his information again. Are their ways around this (cheat sheet: his phone number)Oh and to save time, in other calls, nobody knew what phone he had, his status as a customer, or pretty much anything else about him. - James said he dropped the phone, and this might have something to do with why its not working now. The Agent asked "Did it stop right after you dropped it"? To which he replied, No, but I think it probably has something to do with it. Stunningly, she says that "If the accident can't be directly linked to the phone not working, there and then, it becomes a warrantee issue". This is it. UNFAIR. You've just told me the expensive insurance I've taken out is useless, and that I have to go back to Telecom service provider, where the "device" warrantee is applicable. WOW. Probably will never take out a financial product with a Telecom provider again, hey James? - While "transferring him back to the Vodafone customer service", they dropped him. - So James re-phones the Telecoms company (call 4 or 5 now). They say, great fine. Bring it in to the store. JAMES IS TELEPHONE AND INTERNET GUY he never goes to the store (oops, didn't keep tabs of his channel interaction patterns?) Actually, he hates going to the store, it fills him with feelings of dread. - James is utterly utterly angry. You've made him feel fraudulent, betrayed, and now very very angry. UNREASONABLY SO. (after all, Vodafone are not the insurer, they didn't expect James to go throwing his phone around, they've been good to him before). BUT: he Admits that he got great great service from Vodafone before, he LOVES his N95, probably spends a packet on his packets. SO: one truly awful experience, fuelled by a mixture of bad practice and lack of customer experience focus, leads to one heavy user leaving, and one major online publication carrying the story, and probably hundreds of bloggers commenting. I am not saying "things like this don't happen all the time in companies". What I am saying is that how you deal with them is now part of your customer service because it will be broadcast. Peak Experience: James remembers the trough of his disappointment and the peak of his anger. It is his overwhelming memory of his entire relationship, over a few years, with Vodafone. Now compare that with yesterday's post about Russell's experience with returning an iPhone. The Difference is CULTURE in the Service Providers: The Difference is THE EXPECTATION of GREAT, not Good Service: The Difference is APPLE Want You To JOIN, Vodafone Wanted You To BUY: -

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