Just moments ago, I received an e-mail from our pets' vet. It read, "Enclosed is your Pet Portal password so you can access your pet's health records through our website." While that might not be breaking news, it created a compelling sense of irony to the hum-drum service I was receiving earlier in the day.
For the past week, the upgraded Internet-Phone-TV bundle package that I purchased has been nothing but trouble. Besides the intermittent service, my download speed was barely crawling faster than dial-up. Just a few days ago before the switch, I had blazing speed. This morning, I couldn't even connect.
Over the past five days, I placed nine calls for technical support and service. It's amazing what happens when a disgruntled customer keeps calling. NOTHING!
Each time I called I had to provide the same information — over and over. Each call started just like the previous one. There was no continuity between one call and next. I had to tell my story over and over…and over. You would think that a communications company would offer a level of service better than my pet's doctors. But no … the company to which I have paid a monthly fee for the past 17 years treats me like a stranger every time I call.
The same story goes for a recent experience at my physician's office. Due to a scheduling conflict, I chose to see my doctor at another location. Because I hadn't been seen at that particular office, I had to complete a new registration and insurance form. Same doctor, same group practice … but, essentially, I'm a stranger in my doctor's office.
While completing the forms is just an inconvenience, the access and flow of information from the past to the present is disconnected at best — even if the last conversation took place just minutes before. The ability for me or a physician or a hospital to access all relevant and critical information about my medical history is essentially non-existent. My records are dispersed among different family physicians, specialists and hospitals to which I have little or no access without leaping through a bunch of hoops and jumping over hurdles.
Two businesses — both highly dependent on technology for their service — have barely figured out how to create a higher quality experience for their customer.
Which takes me back to the animal hospital. While I can't get access or track my experience with my cable and Internet service and I can't gain access to my personal medical history, I can log-on at any time to view my pet's history, get advice on medications and treatment, make appointments, and even post pictures and pet stories in the community for others to see. My veterinarian offers a combination electronic medical records/Facebook-like community for my pets, but my communications and medical providers continue to package my interactions with them in individualized, disconnected packets to which only they have access. I can track a package from door-to-door, but I can't get one technician to speak with another.
While admittedly this post is a bit of a rant and little rave, I hope it will serve as a wake-up call for business. How customer service will be measured is changing. In the past nearly every business aspired to model the service delivered by Nordstrom and the experience offered by Disney. Businesses measured their success against industry competitors and customer service giants.
Today the playing field has been leveled. I, like millions of consumers, won't forgive my physician or cable company for poor customer service because "that's just the way it is" in that industry. Going forward, every business will be measured by a higher standard, even if it's set by the local animal hospital or restaurant. If my veterinarian can provide me access to my transaction record, my pet's history, electronic scheduling, and an online community to receive and share information, I expect the very same level of service during each transaction regardless of the business. No more excuses!
Who is setting the new standard for customer service excellence in your business? Who are the new customer service leaders? You have to know it well.
Tosan S
http://thepurchaser.blogspot.com
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