Amongst Richard Branson’s many quotes that have been published over the years, my most favourite has always been this one; “Customer service is about attention to detail and communication. Neither of which are difficult so naturally they’re the first things we forget!”
It’s my favourite because he’s right.
I worked with a bank a while ago who measured customer satisfaction every year with their business customers who were mainly small and medium size enterprises. The previous year’s survey had highlighted a very painful customer issue which the bank was already aware of. It was their online customer banking portal that business customers used to transact on their accounts.
And when I mean painful, it was excruciatingly painful for customers. If they were able to log on, which at peak times during the day, they mostly couldn’t, the portal often crashed, was very slow to use and overall wasn’t a great customer experience. You could sense the frustration in the customer feedback that came with the survey.
I specifically remember one comment from a customer who used the portal to pay employee wages. The lady indicated how she had to wait until midnight each month to pay the wages, to ensure she could get onto the portal when very few others were trying to use it and to minimise the risk of it crashing and her having to start all over again!
“A comment from a customer went along the lines of “we told you about this last year and you’ve done nothing about it. So you are either just ignoring us or you just don’t care!””
When we measured customer satisfaction the following year, the same issue came up again and not surprisingly. The IT project that was running behind the scenes to build a new online customer portal had yet to be delivered and had faced delays to the original deadline due to a change in provider. It was running about 12 months behind and was already over budget.
Apart from these obvious issues, it was clear from the customer feedback in the second year that the bank hadn’t kept them informed of the project progress (or lack of) or even attempted to manage customer expectation as to when the solution would be delivered.
Again a memorable comment from a customer went along the lines of “we told you about this last year and you’ve done nothing about it. So you are either just ignoring us or you just don’t care!” Either way a scathing observation.
However in reality, the bank was doing something about it based on customer feedback. What it wasn’t doing though, was managing customer expectation by communicating with them at all. Not even irregularly.
Now arguably, it could be said that the bank didn’t want this embarrassing situation made public knowledge, but by not doing so, it wasn’t exactly putting customers first and setting the right expectation. The bank were dammed either way in reality and it was more about damage limitation. Say nothing – customers become frustrated and leave, which was already a real possibility. Say something, and be potentially ridiculed by competitors and customers may still also leave.
However, I personally think they missed a massive opportunity to engage with customers, in addition to failing to effectively manage customer expectation. Even the Bank staff were fed up with hearing the same complaints from customers, but instead the Bank simply said nothing. A frustrating situation for all concerned, but an entirely preventable one if they’d just talked to their customers and explained.
Sound simple? It should be.
I bet they’d have got more ‘brownie points’ and goodwill back, if they had communicated with customers despite the project being delayed. Don’t you?