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Saturday 8 August 2009

Mapping the customer journey

Why don’t large organisations treat their customers like real people? You know what I mean: here are some examples:

You walk into a major fast food chain. The two staff who are serving happen to be in conversation together. They neither acknowledge you nor break off their conversation to serve. Eventually one of them does serve you, but with obvious ill grace...

You ring your local council with a query about waste recycling. The person who answers is polite but distant. You can tell they don’t really want to answer the question. They suggest you look it up on their web site. You explain that you don’t have web access. With an audible sign, they look up the information and reel it off too fast for you to write down the main details, so you have to ask them to repeat it...