Here’s another version of this week’s ManagementSpeak:
“We are effectively a technology and marketing business that just so happens to be in the insurance space. It’s an important mindset to drive. When a consumer comes to our website, they don’t compare us to GEICO, Progressive or The Hartford. They compare us to Amazon, Zappos and Expedia in terms of their experience.”
– Kevin Kerridge, head of direct, Hiscox USA
Well, when you put it like that …
When you put it like that you’re still wrong, not because consumers aren’t comparing your website to Amazon, Zappos, and Expedia (they are) but because Amazon’s, Zappos’, and Expedia’s customers aren’t paying attention to the technology.
They’re paying attention to the experience.
And even that’s wrong, because if they’re paying attention to the experience you’re either delivering it through VR goggles and the novelty hasn’t worn off; you run a cruise line, theme park, or some other business where the experience is what customers are paying for; or they’re having an experience bad enough to notice.
But for your average business that’s just trying to make an honest buck, the whole shopping and buying experience should be close to subliminal — as natural as the sales associate at a clothing retailer asking, when you’ve chosen a suit, whether you also need shirts or a belt.
Very little of this belongs to IT. My own inclination is to place every customer touchpoint under Marketing’s purview, or, if that isn’t possible, under its influence.
But just because IT doesn’t own customer experience design, that doesn’t mean IT is free and clear. Quite the contrary, IT has everything to do with making sure customers enjoy (that is, can ignore) the best experience possible when interacting with your business no matter which interaction channel is involved. Here’s a terribly incomplete checklist of what IT should bring to the customer-experience potluck:
Fundamentals
In any for-profit business, underneath all the complexity are customers, the products and services customers buy, and transactions through which customers buy products and services. IT had better provide solid support for these customer experience fundamentals:
- CRM: Customer is semantically slippery. It includes the buyer, who makes or influences the decision to buy your products, consumers, who use them, and wallets, who pay for them; also there are both individual customers and composite entities they’re part of like households and business departments. CRM systems have customer data models designed to accommodate the complexity so you know who you’re talking with and in what capacity.
- Product Information Management System (PIMS): Customers want to understand your products. Sure, general-purpose content management systems can handle product content, but why make life harder than it has to be? If your company sells a lot of SKUs and a PIMS isn’t part of your application portfolio, fix that.
- Voice: Sure, digital stuff is fun and glitzy. But call centers and interactive voice response (IVR) are customer touchpoints too. Ignore them and the results are predictable and aren’t pretty.
Running with the pack
- Analytics: Marketing needs a place to put its data and tools for analyzing it once it’s there. Not news. Not quite fundamental yet, but close: Companies that lack it are at a disadvantage more than companies that have it have an advantage.
- Social media monitoring: Mining falls under analytics. But looking for individual messages that badmouth your company so you can respond in near-real time, before the message spreads too far? Not analytics, very important.
- Customer Service monitoring: This should be a fundamental, except for how few companies do it. It’s low-tech, too. Your company’s customer service representatives know everything that’s wrong with every aspect of the customer experience, because Customer Service is where customers go to complain. Someone should listen to these folks, don’t you think?
Getting ahead … for now, at least
- Chatbots: Sure, sure, right now chatbots are prone to smartphone spellcheck-caliber gaffes. But they’re going to be a big deal everywhere companies provide level-one support at scale for customers having problems, and not only to save a few bucks.
- Less is more: Customer touchpoints aren’t for when a customer is lonely and wants company. They’re for when customers want to: Research a product; buy it; complain about it; return it, or complain about a different touchpoint. They want as few interactions as possible. Get rid of the ones that are annoyances if you possibly can.
I know there are more IT-driven get-ahead customer experience opportunities. I just can’t think of any right now.
How about you?
Regarding chatbots— I recently have had to visit the Verizon website twice. In both cases, I have had to spend more than 15 seconds reading the text and mousing over various items which looked like they might bring up the menu I needed. And, just when I saw the item I needed to click on, a good-for-nothing chatbox popped up, covering the item I needed to click on. This then became a race between my ability to close the chatbox and relocate the desired item, and the chatbox popping back up.
I don’t mean to pick on Verizon. Other websites have the same problem; I just happened to hit Verizon’s most recently.
Which is my First Principle of web design: The presence of a ‘help option’ or a self-loading chatbox on a website is Prima Facie evidence of a bad design.
I’m with you on this, and … to pick on Verizon … its web designers appear to have completely mastered the art of “hide the option I’m looking for.”
I wouldn’t say help and chatbox are necessarily bad design – I like obvious “help” options and don’t mind knowing chat is available. But obviously these things (and any other thing) shouldn’t block accessing other items.
Bad design is one option blocking another. Which options are blocking which doesn’t matter.
Certainly design should be intuitive so that “help” isn’t needed. But “intuitive” changes from culture to culture. I like Apple products in general, but some of what they consider intuitive (and thus don’t provide help for) I can’t figure out at all. It’s the “everything to all people” issue. Maybe only 5-10% of visitors might need help. Aren’t they still worth it?
Less is more, up to a point. While I want as few interactions as possible, I also want those interactions to use my preferred method of communication. I often prefer to send an email or have a live chat, rather than calling by phone. I find it frustrating to have to search all over the place to find the link to do this. Websites should give us the option to communicate in the way we prefer.
SO right! I have generally found, however, that when I really don’t know what I want (when I can’t even effectively answer that initial ‘what is the reason for your call?) that talking to a real person is most helpful.
I like the “Contact Us” link/page, which most sites have. I especially like it when they provide ALL the contact options! Phones, mail addresses, email addresses, forms, chats… ALL of them! 🙂
That Kevin Kerridge seems to have it exactly opposite, which maybe explains why I’ve never heard of Hiscox.
It’d be like Amazon saying “We’re mainly a delivery company, because at the end of the day we deliver stuff to people’s doors. We just use the ecommerce up front to figure out what to deliver where” ignoring the whole sales and marketing and tech they use that Mr. Kerridge so admires.
If you want to be a technology and marketing company, go for it. Stop pretending you do insurance. If you do insurance, do that, in whichever way is most effective (tech and marketing are the big things now, but not always).
Bob, I like your comment that all points of contact falling under Marketing.
I took a course that had some great info about traditional C-level roles and their function.
Marketing was responsible for future revenues. The light bulb switched on and I became convinced that all customer service should be move from Operations (lower current costs) to Marketing.
Most people think I am stupid when I advocate that.
Guess you and I are co-members of the Stupid Club then.