A brief summary of a recent experience to help paint the importance of taking an outside-in look at your customer experience.
I received a note from my cable provider that my cable modem was due for a replacement. By following a few simple steps, I would receive a new one within a few days and my Internet speeds would increase exponentially. #Love.
Some weeks later, said hardware shows up. I really appreciated the quick start instructions that came with it. Big pictures, two very simple steps, all is good in the world. Even I can do this... Why wouldn't I start the process at 9PM??
The steps to realizing my new blazing speed were as simple as this:
- Take the cables out of your old modem. Plug them into new modem.
- Visit this web address or call us to activate.
Well, the trouble came in step two. In unplugging my old device, I no longer had Internet or phone, which made it rather difficult to complete the job.
My assumption was that the device would be somewhat functional out of the box - at least enough for me to follow the second key step. Not the case.
After a bit of my own troubleshooting, I call the provider (via my cell phone) only to be told that the device has to be activated on their side before it can serve as anything more than a paperweight.
Worse, I need to talk to two groups - One to activate the Internet portion and another to activate the phone portion. By this time, the phone folks have gone home for the evening - leaving me without phone until morning.
All of this could have been easily avoided had there been a simple call out that I would lose all connectivity in installing my new device and that I should be prepared to activate using alternate means (i.e. my cell phone, a mifi hotspot, etc). I'd also likely have held off until the weekend so as not to disrupt a household where connectivity is a key part of the job.
Brands can be big and quite complex. Often times their products / services equally so. With so many internal groups owning a piece of the end-to-end customer journey, it's very easy to lose sight of the experience that we expose to our valuable customers.
While I'll not be changing providers as a result of this, I'll be somewhat less inclined to recommend when asked for opinions on my experience as a consumer.
How does your company work to constantly review and optimize your customers journey?