The obvious example is where many of the large organisations outsource their customer services to India. I’ve not met anyone, who as an end user, believes this is a good idea!
I’ve had a personal experience recently when I attempted to claim for a procedure on my knee through my Private Medical Insurer. I won’t name them but they use an App to post updates. The problem being that nobody seems to own the process with different people posting updates on the App. The claims experience has been far from satisfactory, so much so that I have now paid for the treatment myself and have to try and reclaim this cost from the Insurer. Basically, they have loaded the problem onto me!
As businesses, we can convince ourselves we are making progress but we can in fact be damaging our reputations. Ideas may seem great in the boardroom but their manifestation may seem somewhat different.
Despite technological advances, many people I speak to are crying out for good old fashion service and a sense of proportion. Someone who will make decisions in a reasoned way and not blame the computer.
No wonder in the banking world the likes of Handelsbanken have had a major impact on the high street, particularly with business owners. In my experience, both personally and when referring clients, it is so refreshing to see them looking at the bigger picture, having a can do attitude, with an emphasis of removing the hassle on behalf of their client. I have to say, a painless experience. Not quite what most of us experience from the other high street banks I’m sure!
Of course Handelsbanken use technology, but not at the expense of the client experience. It is used to enhance the overall client engagement. They also happen to recruit great people who share in the values, ethos and culture of putting their customers first. Easier said than done.
Next time you have a bright idea about improving efficiencies, just consider whether this is enhancing your brand as a whole. Your proposed changes may save you money in the short-term but what damage is it inflicting in the longer term?
Reputation counts for a lot.
Gary Neild B.Sc.Hons. DipIP PFA