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‘User defined’ processes are the way ahead for customer delight

http://www.mobileindustryreview.com/2014/08/im-calling-from-three-with-informations-of-benefit-to-you.html

…I thoroughly admire the operation at Three, I really do. I am massively in favour of the new approach they’ve been leading recently (inclusive 0800 calls, USA roaming included, no price plan hikes during your contract and so on.) Their data network is excellent.

But their CRM is a pile of bollocks.

What, seriously is the point, in PAYING for someone to PHONE me — a “valued” customer (as the chap from the Indian call centre pointed out) to interrupt my day, to try and flog me something, when a) I’ve already been pre-flogged (at the weekend) and b) when the bod you’ve asked to call me isn’t given the capabilities to actually help me…

What Ewan highlights ever so effectively is what larger enterprises suffer from role based and process based operations. There is a department for customer services, there is a department for sales, for billing and public relations. There isn’t a department or team that transverses the internal departments and procedures to focus on end to end seamless delivery. You make a call to customer services to fix your technical problem, if there is a billing issue that needs transferred to billing, now some systems will be linked, but they’re typically cost center based and therefore accessible to those paying for that offering.

In the scenario above what we’re experiencing is the cost center process defined process. Sales have called up and said we want to sell you stuff, when Ewan turns around and says great, not interested but can you activate my sim, the answer is no because:

  • It doesn’t generate individual revenue for that department or line of business – that’s not their core objective.
  • The system for activation is probably a different tool which that sales guy doesn’t have access too.
  • It hadn’t been anticipated that Ewan would have that requirement.
  • The customer (Ewan) can call customer services at his cost, not mine (so to speak).

What we need and this is where the business as an operational unit need to switch to user defined processes. Let me phrase that in English: Customer or end user delight.

We need ‘service request coordinators’ calling out clients with sales in mind but powered by the atypical tools accessible to them saying “Hi Ewan would you like a new contract/phone price plan”, hopefully making a sale, but if not at least being able to perform or ‘request’ first line type issues like sim activation. I don’t need the guy to be able to issue the activation, but I need them to be able to raise the remedy or whatever help desk ticket system they use to the activation team to activate Ewan MacLeod’s sim number 08073 with number.. whatever and therefor provide Ewan with ‘customer delight’ at marginal cost.

We need in effect a front door or route into the organisation where I say I need that, then whatever series of rules, regulations, on-board activities and forms need filled in get done but without bothering me with nonsense and re-clarifying identity and re-stating the requirement.

Going forward as we enter the world of inter-connectivity what differentiates our products (as much as design and branding) is our ability to:

  • Anticipate customer needs – deliver upstream and downstream services for revenue regardless of the initial route of customer interaction, a tweet, email or call
  • Differentiate markets, user groups and user communities
  • Consistently deliver or even better be perceived to deliver premium user experience
  • Make the cost of switching too much perceived hassle or thought to migrate
  • Link customer identity, user experience and delight to your brand, you are an Apple customer because you’re unique, you care and you want delight.
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