Day #37: Customer experience, in store customer care

Day #37: Customer experience, in store customer care

I was in one our countries leading mobile phone distributors and cell phone network providers today. I noticed so many things because of being aware of the user’s experience, I think in store these mistakes are not as easily monitored and collected as data because people simply don’t complain unless it is something extremely serious. For example walking in there is a host (not in company uniform) that asks what you want and then hands you a printed number on a slip after that. The method is somewhat untidy because then sales assistants etc. are almost screaming numbers in raised voices haphazardly once they are done with a client. For a company that deals with cell phones, tablets and devices I think this is so poorly organised. A digital system could have been organised somehow to create a professional and calm environment for customers.

In comparison we also visited two banks today, Bank A had a digital device located at the centre of the entrance, and hosts standing close by in marked uniforms would assist should you be uncertain of the department you wished to locate. There was enough seats and numbers were displayed on numerous screens across the seating area. When your number was called you sat down at a booth and had someone assist you with everything, I was so glad we had a seat because we actually had a lot to deal with and were at the booth for almost 2 hours. We were also met with an SMS while still in the store, it had options which looked like links (but weren’t) and I had to SMS back my opinion on the service. Bank B had 2 digital devices, one directly in front and one slightly to the side, this confused my partner on which was the right one (the correct one was the center one) Then once called up by the admin staff you had to stand the entire time (which was again long) and the counter was really high, and I couldn’t put my handbag on it comfortably (keep in mind though that I am really short ha-ha). The most interesting was that my partner was closing his account at Bank B, they gave him all the paperwork and when we were done we were simply told “thank you” I think the bank should at least try and collect data on why people are closing an account with the business. Yes it is a difficult process and maybe customers decide they don’t want to waste their time filling in a survey, first it doesn’t need to be long it could have simple tick box questions and secondly you have it as a choice for the customer. My partner mentioned that you would be able to have data like that from general complaints, but general complaints may not result in complete account closures and for example I wouldn’t choose to complain about the bank fees, because I would take it for granted that those were set amounts, if I found somewhere else cheaper and monitored bank fees (which I don’t) then I would just simply move instead of laying a complaint about it.

In conclusion even after all this time, many businesses still struggle with ensuring the customer experience is a comfortable and enjoyable experience in store, they often miss chances where they can gather data on valuable experiences to better the overall business. Out of all the experiences today obviously Bank A was the best, and there were numerous reasons for closing the account with Bank B. The digital era is making way with amazing advances for in store customer service, and it just takes research and careful planning to make sure your customers are leaving happy and content. The same goes for the digital environment and often a lot of the processes and terms can be slightly remodelled for each of them.

Bye for now!

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