Going digital doesn’t mean weakening your customer service offer, they are not mutually exclusive. But don’t think that by having a new website/online portal you’ve solved all your woes when it comes to facilitating interaction with those who pay your wages. It is a means to an end, not an end in itself.
Well sit right down my wicked son, and let me tell you a story
After switching energy supplier it became obvious that I was paying far too little per month via Direct Debit. Popping onto my online account to change it proved a dead-end. Turns out I can make one-off payments, I can phone the call centre or I can wait for the 6 monthly review of my bill. Now here’s the thing, I spend all day talking to people, the last thing I want to do is get on the blower in my spare time and pretend to be nice to someone else. So I ended up sending my energy provider a borderline grumpy message about why I was not going to be calling up and could they pretty please pull their finger out regarding their customer offer.
To my surprise the next day, the auto response stated 5 working days – that pissed me off just as much as not being able to amend my Direct Debit online – I got a very apologetic email. Not only did the reply state how much I owed, how much my direct debit could be switched to ensure I had a zero balance by July but it also told me that a complaint had been raised on my behalf due to my displeasure with their service. What impressed most about the reply was the fact it matched the way I contacted the organisation, answered all my queries and apologised. This happens so rarely that it was a genuine pleasure to be on the receiving end. It also raises the question why they hell none of that was available via their online offer.
The Circle of Life
If the above sounds familiar to those of you working in housing, it should. Because if there’s one thing we are good at it, it is boxing people into ways of doing things they don’t like. Case in point – shifting in-bound contacts. Often this is couched in the language of ‘nudge’ theory, where one gently moves people down a preferred path of action with some subtle encouragement/positive reinforcement. Preferably from costly call centres to one’s new, if debatably performing, website/online account offer.
Well that’s the theory. The problem is we don’t operate ‘nudge’ theory in housing, we operate ‘shove’ theory. This involves shutting down other options to force people down particular routes, even when the organisation’s preferred one is a steaming pile of the proverbial. And then wondering why people are getting pissed off at the service being provided.
Send Me On My Way
Too often it is easy to forget that at the heart of customer service is the need to tailor the way an organisation interacts with their customers to meet their preferences. This is not a cost saving exercise per se, although it may well be a welcome side effect, a tailored communications offer is about dragging your business away from its Soviet Era bureaucrat approach. It is about giving people a genuine choice in how to interact. And just as importantly via the means they’re most comfortable with and in a way that answers their query.
Why write a letter to someone when they’ve been contacting you via Twitter? Why phone when they’ve emailed? Yes, in some cases it might be a necessity but tweak your comms. channels to match their needs. Not the other way round. As a freebie, if you want to see how social media interaction with customers is good for both them and your business check out Amy Nettleton and her team at Aster. It ain’t perfect, but it’s a pretty darn good example of how to do customer service right. It is also the very opposite of what most of the sector is doing, i.e. having a social media account with a personality. Heaven forfend.
This is the end, my only friend, the end
Today is International Happiness Day, whatever the hell that is, so I guess I should end on a chirpy note. We are slowly moving towards offering a more diverse set of means by which to communicate with our customers. Occasionally in line with their preferences. It’s not quite there yet, far from it, but it could be so much worse (I tried).
As ever, you can find more of my stuff here and follow me on Twitter here.
Neil Howard (2014) Telephone Booth, Longstock, Hampshire
Rusted Root – Send Me on My Way
The Doors – The End
The Pixies – The Holiday Song
The Lion King – The Circle of Life