Many are. Even if they think they are not. Unfortunately.
The intention is usually to leverage technology to improve customer satisfaction – which is good. But oftentimes, the customer ends up frustrated instead. What happened?
I think it boils down to the impact of the technology to PPT – people, process and (ironically) technology.
People
As with most Chinese in Singapore, I wanted to get new notes from my usual bank in preparation for the Chinese New Year Ang Baos. The bank rolled out specially designed pop-up ATMs to dispense new notes this time every year to alleviate the queues at the branches. It is a brilliant idea – specially designed ATMs working 24×7 and we can drop by anytime to get our new crisp notes for Chinese New Year!
Until I saw this:
The poor employee at the (cashless) ATM was apologizing to the crowd, but she had no further information (the Hotline could not help too). So I wrote a comment on their Facebook page. Kudos to the bank’s social media team, Pam responded within 2 hours on a Saturday evening – well done. But was the reply useful?
It is great that the relevant department will be informed (and I hope they will act quickly). But where is the nearest pop-up ATMs? Has it run out of with cash too? When will the ATMs at this location be topped up? No useful information that can help me – nothing. I’m still left stranded at the cashless ATM with a dozen other people, feeling frustrated.
Takeaway – Timely responses to social media feedback is very important. Great job there, POSB. But providing standard templated responses of no use to the customer only serves to frustrate them even more. Always ensure that your frontline staff has the information and authority to help your customers, both in person and over social media. Do not just aim to respond over social media (with templated responses of no help). Empower your staff to help your customers.
Process
Recently, I needed to submit an insurance claim online. I did not receive the SMS which was my 2nd factor authentication. I clicked on the FAQ:
Interestingly, it says
- Only for Hong Kong / Macau entity customers and Singapore entity users: SMS gateway will send the SMS to user with verification code (OTP) to the users.
- Only for Singapore entity users: SMS gateway will send the SMS to user with verification code (OTP) to the users. The user needs to enter the OTP and tap on submit button in OTP page.
Wow. They use a SMS gateway (what is that?), and they have a separate (business?) entity for Hong Kong/Macau customers, and another for Singapore customers. It goes on to say:
- Only for Hong Kong / Macau entity corporate and intermediary users: Email with verification code (OTP) will be sent to the users.
- The user needs to enter the OTP and tap on submit button in OTP page.
- User will then be navigated to generate password screen, to set the login password.
Why are you telling me this? I just want to login to make a claim and need the SMS as the 2FA. Wait – they referred to me as “a user”. Did someone do a copy-and-paste from the User Requirements Document, or the System Design Document? What happened to writing for your audience?
I clicked on the FAQ to find out what I should do when I don’t receive the 2FA SMS. I don’t need to know your system workflow. By the way, this insurer is one of the largest insurance firm globally.
Takeaway – Every company is streamlining processes and enabling customer self-service technology to better service customers and meet their expectations (a.k.a. cut costs). I get that. But in the process of doing so, please do remember to not frustrate your customers. If you have a customer self-service strategy, make sure you provide correct and useful information. Ensure your FAQ talks to your customer, and answers their question.
Some businesses are taking a step further and moving ahead with AI chatbots like DBS and Tokio Marine Life Insurance. I hope these advancements can really help businesses improve their customer satisfaction, and not become the next-gen automated phone-system that takes customer frustration to the next level.
Technology
This robot in a small restaurant brings the food and drink orders to the table. When the robot stops at a table, the waiter who is always 2 steps behind the robot serves the customers.
I just have one question – WHY?
The robot obviously does not reduce the number of staff. Every robot needs a human ‘partner’ because it can only reach the table, but cannot serve the food. When the order is too large, the (human) waiter has to carry a second tray and walk slowly behind the robot.
And since the restaurant serves buffet as well, customers who want to reach the buffet spread must walk behind the robot along the narrow walkway.
Takeaway – This technology frustrates customers and staff. My better-half suggested the objective of the robot was to be a conversation-piece and not to increase productivity. But even that, technology that frustrates customers (even as conversation pieces) should not be implemented, especially if it frustrates employees as well. Don’t use technology for the sake of using technology.
Final Thoughts
These specific examples aside, many companies have done a great job in leveraging technology to enhance customer service. Amazon is a good example. I recently decided not to renew my Amazon Prime, after my credit card was charged. I clicked on a button, and the fee was refunded after a few days. No questions asked, no fuss – a happy ex-customer who may sign up again.
The Inland Revenue Authority of Singapore (yes, I’m praising a tax agency) does a great job enabling self-service through technology, and when all else fails, the customer service officer manning the hotline seems to know everything. They offer the No-Filing-Service which means they will automatically compute the taxes due, and most people do not even need to do anything. Some years back, I did a check on their computation, and they got it right to the last cent (damn!). Their implementation of technology has saved many hours of frustration and hair-tearing.
I’m sure there are many other good examples where technology was used innovatively and successfully to reduce customer frustration and improve customer satisfaction. If you experienced or know of an instance where technology is used effectively, can you share as a comment please?
When we implement technology, technical implications aside, we must think about the people, process and the technology itself to review its impact. Ask the question – will this frustrate my customers? Sometimes, it can tick all the check boxes for best practices, and yet you have complaints pouring in.
But when done right, the rewards can be great.