A lot of the work I have been doing with companies recently has been around their Customer Journey and how easy – or difficult – it is for their customers to buy from them.
Yesterday and this morning I personally experienced some painfully bad service at the start of my own Customer Journey and it prompted me to write this blog post to highlight why it is so important.
Some of the following may sound familiar, some of it you may have experienced yourself, you may even recognise this as something you need to put right within your own company…..
I called the company in question for a quote, I am ready to buy, I need to make a decision this week and have it installed by 23 Oct. You could call me a ‘warm’ or even a ‘hot’ lead.
The only contact number on their web site was an 0800 number, even though they have 5 local stores and when you go to the ‘contact us’ part of the site you are only given the option of a generic info@ email address.
I called the 0800 number and left a message with the lady who answered the phone (a call answering service) and waited for them to call me back. This was at 1.20pm.
At 5.15pm I had a message left by ‘Dave’ on my mobile. The number he left was incorrect and went through to a dead line. So I then called the number that appeared on my mobile that he had called from but there was silence on the line. I called this number twice more with no luck.
By now I would normally have given up (and they would have lost a potential customer) but as I know the MD of the company I persevered and called the 0800 number again this morning.
I explained what had happened to the call answering service and they said they would get someone to call me straight back. A person form their Newhaven branch called me back within 10 minutes.
From now on the service has been ok BUT I bet I’m not the only person that has experienced similar frustrations and I bet the company in question has lost customers, and revenue because of this.
For the record, apparently ‘Dave’ had just moved over from another branch and kept getting the phone number wrong…….
I’m not going to spell out what went wrong here, I think it’s pretty obvious and unfortunately similar costly mistakes are happening at a lot of companies every day.