Sometimes I’m utterly amazed at how some large businesses are unable to fix bad customer experiences. I’m sharing this story, not to browbeat my cell phone company, but to talk about the root problem.
So, then I spoke with Cheryl. Cheryl pretty much repeated what Robert had said about devious people trying to do malicious things. She assured me that it has happened, but that she would allow me to be helped. Transfer back to Robert.
So, between each one of those transfers, I’m on hold, listening to the same looped voice recording, “because your life should be spent enjoying life, not trying to catch up. Rethink the impossible.” If any lawmakers are reading this, I propose that making people listen to looping messages while on hold should be criminal.
Finally, I got to Renee from the data center, and after about 20 minutes, she had me locate and push a little reset button hidden under the battery cover. The clouds parted, angels sang, my connection to the internet resumed.
This corporation spends millions on their brand every year. They polish and protect their brand identity. The support crew is well trained – each time we concluded a discussion, they said nice things, and overall, they were likable people. But they couldn’t create a quick and easy customer service experience with this simple issue.
Total time on phone: 56 minutes.
Businesses must make a concerted effort to audit their customer support centers, and to create user scenarios – or what we called “Use Cases” in software development – and developed processes that are less painful to their customers. In this type of case, it would cost a small fraction of their overall marketing budget to do so. If the company really delighted customers, say, the way that they do at Zappos, then the customers would give back that marketing value many times over in the form of advocacy, word-of-mouth, and positive social mentions. Rethink the impossible!