Customer Experience 3.0

CHAPTER 8

Taming Technology

I recently called my Internet provider because the broadband was down. After plowing through six levels of menus, entering my phone number twice, and indicating what kind of service I had (why did they not know from the phone number?), I was finally asked what my problem was. When I responded that the problem was connecting to the Internet, an on-hold message then informed me that most problems could be resolved more quickly on the company’s website. The Internet provider’s use of technology seemed designed to turn the customer into a raving maniac. Do they do this on purpose?

Similarly, your company may have invested millions of dollars in service technologies. Results, however, come down to how those technologies ...