In the previous article, we looked at the need for a continuous customer feedback mechanism across various transactions, not just a one-off customer satisfaction survey. This should be based on the various transactions that customers conduct with an organisation. However, that is easier said than done. How do you identify the areas to cover in developing such an on-going feedback mechanism?
I remember a case of one customer; let’s call her Pipi, who approached a bank to open an account. She went to the customer service executive and filled up the necessary details. The account would start to operate immediately. However, for the ATM card, she was advised to wait for three days within which it would be processed and delivered by courier. In addition, she could activate the online service by visiting the bank’s website and hit it running. From the overall scheme of operations, this is only a single transaction – opening an account.
Hence, if we ask Pipi about her experience, she will provide an overall feel, if good or bad as far as opening the account is concerned. However, a closer look will tell you that she has interacted with the bank at various key primary areas, such as the bank premises, the service agent, the online service. Other areas that would contribute to her experience include the documentation, the requirement by the bank. Under each area, there are attributes and sub-attributes that would influence how she felt about the bank. For instance, under the bank premises, the ease of locating the service desks, the queuing system, could play a role. When it comes to the service agent, there are a myriad of attributes that can have an impact. Other peripheral aspects include the delivery of the card – hence third parties involved in the transaction would also affect how she perceives the bank.
Hence, in mapping out her customer experience, it would be important to know in which area was Pipi delighted or annoyed. Every area of interaction with her in this process contributes to the overall experience. That is, the touch points that she engaged with the bank. According to Touchpoint Metrics (2003), Touchpoint is “every point of contact, either online or / and offline. Each communication, human resource, branding, marketing and sales process initiative creates touchpoints. The quality of touchpoint experiences drives perceptions, actions and relationships.” From another angle, this is the infamous moment of truth. Every touchpoint counts in forming an impression. It is no longer just about having a customer service desk! It is no longer just about having a call centre! Just like it is evolving in area of communication especially through social media, customers are taking up ownership of some processes. This is mainly through the internet and mobile platforms. The customer service desks and call centres will still be important but to a lesser priority or to undertake other roles. A customer no longer needs to move out of the ‘house’ to make bank transfers if one can safely do it online. If anything, why waste both personal and bank’s resources for something that can be done on touch of a button. The customers are taking up ownership of these processes as they no longer want to feel constrained by someone else’s speed of action. There is also the pride in ownership! This also minimises the risk of drop off in the communication process, especially the ‘human error’.
As highlighted, every touchpoint counts in forming an impression. However, there are some key areas that need special focus. Across industries, research has shown that areas that relate to executing and fulfilling the immediate customer need(s), have a higher impact on overall experience and impression. Let us take another example from the airline industry, where customers can now book their flights through the online channel. The online interaction and specifically the ease of booking a flight from a given website would play a significant role in taking that decision to make a booking. Can you imagine a site which is slow to upload, slow in execution, only provides for reservations but to make payments you need to make a physical visit to the office…etc. This would be disastrous! All other aspects in the process would have lesser impact, if any!
Hence, in developing touchpoints that are related to execution, one should consider the following factors:
1. Ease of execution – how easy will it be for the customer to complete a transaction? How much effort will it require? If it takes a customer too much effort, this would be counterproductive.
2. Convenience – how convenient is it – for the customer as well as for the provider? Can the customer access the service conveniently? With the upward movement of online and mobile services, this is an area that service providers should not ignore.
3. Timeliness – the key reason why a customer makes that call, visits your website, comes to your premises is to have timely execution of a transaction to meet set need(s).
To illustrate the above point, I recently had a funeral for a close member of the family. As it is the practice, one should deliver the clothing a day before the burial date. However, we all got tied up and forgot this very important aspect. At about 3PM, we remembered this and I was at a service station but had to deliver by 4PM, as per the Morgue’s regulation. However, when I figured out the traffic jam, especially along the roads of Nairobi, I realised I could not make it on time, for a distance of about 12kilometres! So, I called a parcel delivery service company. I was quite apprehensive. Time was running out. The service agent not only listened to my dilemma but also offered a quick solution. She dispatched an express service bike. The rider made a quick dash to pick the parcel and then up to the morgue before closing time. Does the phone contact meet the above criteria? – Definitely it does! What’s more, I just made money transfer through the same mobile phone, well, while still at the service station. The flip side is that I never saw the lady with the wonderful voice or the gentleman who did the wonderful job of delivering the parcel for us on time.
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