Archive for the 'customer experience design' Category

So the nice guy at Porsche who does know what’s wrong with the car has rung up and explained it properly. A coherent reason why the car is worn.

It says “Play in O/S/F rack end” and everyone has explained that to be a problem with the steering rack. It isn’t. It’s a problem with the track rod end where it meets the steering rack. The track rod takes a real bashing and knowing the roads where I live I’m not surprised its worn. Nothing wrong with the steering rack as I thought….

So sound explanation. I’ll book it in. That’s all it took

Interesting to write down a journey as it occurs. I’ll look back and see what my personal ethnography says about root causes…..

What do I feel about buying another….back to neutral. Still passionate about the brand, but would I go sell them to my friends. Not at this moment. one of the guys I persuaded to buy one has been on text as I write……

I can already see where it ends though…. you guessed it: “The Best Service is No Service”.

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So the saga runs on with calls back and forth yesterday. In summary the service experience was great because they used it well to get me to really want to upgrade. Exciting stuff. I want to buy another car. So far so good.

But the old car has two faults it shouldn’t have and there’s only a 2 year warranty on it, not 3. They want me to pay, so I say no – that’s the crunch.

Read on…

Yesterday I got a call with the good news and the bad news. They’ll pay for the oil seal but not the worn steering rack. Of course I escalate. Obviously a well worn path to HQ and a nice gentleman who handles my rising frustration well. But using the words “failed part” isn’t going to get me to a point where I expect to pay for German engineering twice. I can’t get a coherent argument about why I should have to pay. All arguments lead back to its not covered by warranty any more. Ok but 2.5 years old.

So what’s the escalation process? There isn’t one. That’s it.

Hmmmm. I’ve mailed the dealer back to get them to pick it up and see what they will do. After all they want to sell me another car. And if they dont I wont buy another Porsche. And I’ll stop “selling” them – I’ve reached 3 from a target of 6 locally. Most of all I’ll feel a right plonker for paying insane amounts of money on a wonderful car that breaks.

As I said to the guy at HQ “this isn’t about the money, its the principle that the steering rack shouldn’t wear”. It angers me. To me this brand is engineering and reliability. No other car can do o-60 in 4.9 seconds, 25 to the gallon every week and be so damn fine to drive at any speed. My 21 year old Porsche doesn’t break. I read stories about how the Le Mans winning 917 was engineered. To say that it’s not their problem that a steering rack wears after 2.5 years is an insult to the brand. I don’t accept it.

And of course, there’s another problem. The resale offer on mine is mildly offensive so far. Let’s see where it goes next.

I really want to buy another one, but I’d be a double plonker to buy one if they don’t respect their own product. So far that’s what they seem to be saying the sales arguments about depreciation and engineering don’t really apply when it’s down to them.

Watch this space….. I have every faith that Porsche will come through.

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Ok, I’ll own up – its a Porsche 911 2S that I’ve had since July 05 and now has 38k miles on it.

So did the service experience with my beloved car live up to the expectations set by the product and brand? Or did it dent the love of a petrolhead? Read on…..

Well, I’m left with complex emotions….. so let me look at it in terms of dissatisfiers (“dissat”) and the big satisfiers or “vsat”.

The vsat moments:

• Being called ahead of the service booking to be offered a test drive in a 4S, including some time on an airfield. This changed my expectations from “will they screw up the car?” to “wow, I’m looking forward to that!”
• Nothing was too much trouble for the dealership. From me being on conference calls to lifts to a client site, leaving bags, free coffee and kit kats etc. Everyone very smiley and helpful.
• “Any chance I could test drive the 911 Turbo this afternoon when I come back to pick my car up” – no problem
• And of course getting chance to see just how fast a 4 wheel drive 911 will go round a 90 degree corner in safety (very fast indeed) and what happens when the car starts to slide (beautiful….folllowed by very helpful electronics !)

So at this point it’s looking like a good day….

And of course this works a treat for them. The perfect sales opportunity. Done very well indeed. At the perfect time when I have to go in anyway – bear in mind this is in Swindon and I live in Kent.

The dissatisfiers:

• After going to all that trouble, why wouldn’t someone have worked out in advance what my car is worth. OK it needs checking on the day but….. How else would you close the deal having created all that emotional desire? I got a call later with a “lowest price, but we may be able to do better”, but then there’s little chance for a serious close. But by then there are 2 other reasons for not buying to consider:
• The lowest price offered is somewhat insulting. Compared to what anyone expects, that is always going to be a tricky problem. But compared to what cars are being sold at, there’s evidently more to it. “We’re not buying cars now til January” – yet their ad to buy cars is in the Sunday Times today. What they really mean is we’re not buying cars with your mileage – that’s pretty clear when you look on the website.
• The service guys have found a rear main oil seal that has perished and a worn rack end on my steering. Strange that – the car feels great and there’s no oil leaks on the drive or need to top up. Now my daughters 7 year old Clio doesn’t have these kind of “wear” problems and I certainly don’t expect it from some ultra expensive German engineering.
• And of course, this is where you find out that it’s only a 2 year warranty, not 3 as on most other cars. No one tried to sell on a warranty extension at the 2 year point. They want me to pay for faults in the car. Hmmmmm, this isn’t looking so good. At this point I find it a bit of a joke but I can feel a rumbling inside if they don’t cough up and fix these problems. A call is expected next week after they talk to the maufacturer.

But these faults reminded me why I set this blog going last week – why I felt trepidacious at the thought of the service visit.

My 21 year old Porsche has done 130k miles. At 63k miles the Porsche dealer in Kent said it wouldn’t do another 1000 miles on the clutch. It’s done rather more, thank you, and is still going strong.

A Boxster I owned had it engine seals done 3 times by the Kent dealer , all under warranty. There were some very red faces when I retold them the story they’d told me about redesigned parts and “impossible to happen again” after the second replacement. They obviously hadn’t remembered how many times they did it already.

And the final straw had been when the brake discs needed replacing at under 3 years – “worn out”. I challenged this and got Porsche GB to check the discs. “20% worn – no problem”. Then the Kent dealer insisted I should still pay for the new disks, eventually offering to charge only at cost. You can imagine where that conversation went.

So I sold the car and vowed not to touch Porsche again. Still fuming some months later, a Porsche mailer came through and I emailed the marketing director’s name on the bottom of it to say stop mailing me, as it reminded me how I ‘d been treated. To my complete surprise 15 minutes later my phone rang and it was the marketing director. He apologised for what had happened and said the mailings would stop. Wow, someone cared! It didnt make me rush out and buy another then but it meant Porsche weren’t on my “never again” list like Audi are (but that’s another story). That made me happy – when you’ve a brand loyalty you dont want it trashed by unscrupulous people.

So now what do I think is happening?

• The oil seal is suspiciously like the previous rip off to my mind.
• A worn steering rack is certainly not something you expect, let alone expect to pay for.
• Given attitudes so far, I completely expect the dealer to sort both out either way whatever the warranty says. So I am discounting these things in my mind and thinking I will buy another. Of course that can switch easily
• I’m left waiting to see what offer they come up with on my car and find out if I own a pup or a great investment…..

Interestingly, raising the emotional bar, by making me want a better still car, may backfire if my own car. The product I loved to bits one week ago could turn from a supercar to a depreciating lemon in the space of one visit.

So product versus the service? It started 1-0, now its 1-1. The service experience was great, helped by the sales experience. But doubts about the product have been planted. How the service experience finishes will be interesting as will the sales experience. But will it end product nil, experience nil or will it be 2-2 ?

Watch this space to see what happens next….

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I’ve had a lot of feedback about the HSBC and first direct credit card blog “1 contact vs 23 contacts“

When I tried to use the HSBC card on Tuesday night to buy some tube tickets for the Chief Customer Officers’ trip across town, as I suspected it wasn’t over yet. It didn’t work.

When I came to pay the bill for the excellent dinner at “Dans Le Noir” it bounced. Now if you saw the size of the bill you wouldn’t be surprised. I did wonder whether I’d bust my limit.

Wednesday I thought ‘one more try’ and tried to top up my Oyster card with it and it bounced.

The following day was a busy one and so on ThursdayI checked with our finance lady and it seemed ok. I called the number on my card to be answered very quickly by a lady of impeccable manners. Strangely she called me Peter before I had given her any details. Clearly they were on my case! The only marker she had was for ‘payment requested over the limit’. The helpful lady suggested that I probably hadn’t bust my limit but had probably bust the aggregate limit on my card.

I accepted the point and talked to finance to sort it out.

So far so good but something didn’t smell right. The first payment that was declined was only for £16. It wasn’t enough to break a limit. Whatever, life’s too short, move on.

Then Friday night I got a text from my colleague. “You’ll never believe it, but I’ve had a call from the HSBC fraud people asking for you to ring them”.

As per the last story, obviously they still had my colleague’s names and details attached to my card and were ringing him.

So I rang the number on the card on Saturday. And went through security. Card number, date of birth and any two consecutive letters from my favourite word. At least they stopped asking me for my postcode and then telling me it was wrong. But I havent given them a special word. “It could be your mothers maiden name” the helpful lady suggested. It was. I realised she obviously had the whole of my mothers maiden name on screen and that the lady a few days before had done the same thing with the same helpful suggestion. Is that security?

Nothing wrong with the balance. No flag on the account. Eventually I got transferred offshore to the fraud department. Just before I hung up after waiting 2 minutes 25 seconds on hold.

She asked had I tried to make a payment in Steam. Avoiding all jokes about trains, I didnt recognise it – but we moved on before I answered yes or no (afterward I remembered the beers late in the night in the Steam bar….). Had I tried to make a payment at Hilton. No, but I had stayed there this week. And not paid anything on my credit card. All cash. Had I paid anything on SE Trains earlier – yes.

OK, she would reinstate my card. It was just a fraud check she said, nothing to do with balances. I didn’t argue because I don’t want to go through 23 contacts again to get a new card.

So the questions that I am left with are:
1) Will they ever get me attached to my phone number and details, not my colleague?
2) Why did my card bounce for £16 when that wouldn’t break the limit? Was it in fact a fraud check?
3) Who tried to take money off my card at the Hilton?
4 ) Why was my card reinstated when there could have been a risk? It was my fault – I just wanted my card working and I need to find out what was going on at the Hilton. I think I know so I took the risk.

I got the outcome I wanted, my card working again. This time in only 7 contacts (me to finance, me to bank, me to finance, finance to me, bank to colleague, colleague to me, me to bank).

But shouldn’t the first 2 contacts have sorted it and left no questions open:

• Bounce at the tube, be it fraud check or balance problem
• Text or call to me (not my colleague)
• I call the bank and we agree it’s real or they tell me I have a balance problem so I dont try and use the card to embarass myself in front of 15 of the top customer experience people in the country

If you’re reading this – do get in touch with your observations at peter.massey@budd.uk.com

HSBC, customer experience design, process improvement | No Comments

I was driving home today and broke into a broad grin. OK I’m an unashamed petrol head but after two and half years with my car, should I still be grinning to myself just for going round a corner or two? I just loooove my car!

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So what about designing customer experiences from non-retail angle in New York?

Food and drink – well there’s not a lot really that isn’t obvious:
- Have a greeter who’s there and so you don’t stand around wondering whether anyone wants your custom
- The waiter(ess) comes straight over and takes a drinks order so you know something’s happening
- There’s always enough staff to wave at if you need something
- Things always come quickly when you ask for them

Very simple stuff.

The basic economics must be different to have enough space, staff and training? More expensive so they charge more? – no.

Maybe it isn’t that staff are cheap, its that you go out of business if you don’t offer service. And of course the staff need the tips to live on

Its simply a different economic model

The “tip” is a bit like the customer scoring the agent after the call to give them their quality score.

It really matters if your bonus or recognition depends on it and you can’t accuse the customer of being wrong. You can also bet that if something is wrong with the system, the training or the policy, staff will shout louder & faster as it affects their “tip”.

Virtual tipping – now there’s a thought

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Wow, getting my holiday blogs out of sync here…..This one’s about getting as far as New York but I forgot to publish it!

Spending my Virgin airmiles to go to New York. This is meant to be a reward for spending shed loads of money – so much going to Australia that we got enough to do New York for free.

It didn’t feel like a reward. Too many Virgin basics aren’t working. Time for some redesign of the basic experience I think. Otherwise why would Virgin think I’d spend a fortune with Virgin, next time I go business class

Here’s a few examples of how my time was wasted and their brand damaged from this one trip:
1) You cant share Virgin miles with close relatives even if you paid for the flight they earned them on

2) You can’t book airmiles and non airmiles travellers together via the website. The extras on a miles ticket is half the cost of a real ticket – hmmmm, call me sceptical

3) It took 65 minutes to book the 3 tickets manually

4) By the time they’d been booked the price on the site moved – upwards of course

5) Despite escalation during the call and after the call, no one at Virgin would talk to me about the price of the ticket that changed mid booking

6)The booking reference, cut and pasted from the reminder email, wouldn’t work so we couldn’t get access to the site to give US visa information or change seats or check in, resulting in 3 calls

7)The nice people in the Indian call centre couldn’t take a passport number of 8 digits in less than three attempts

8)At check in there are still monster queues all the time – so no one is scheduling staff to meet demand. This is highly predicatble and very frustrating

9) We got to use a member card to get us into the short queue on the premium line. It had one agent and we waited forever anyway. The lady next to us in the queue said this happens to her every time.

10)She told the supervisory types – 3 of them. Not one went and opened a desk or said they’d do something about it for next time. They just made placatory remarks, which of course wind you up up at the third time of listening to ‘there are more people coming’ – and there clearly aren’t.

11) Having a huddle of 4 supervisors talk to each other is not the same as having 4 supervisors open 4 lines to shift the problem

12) Asking to sit further forward in the plane, not an upgrade, got us moved a bit with the usual line of “the flight is full”. When we got on the plane it was a lie. The bulkhead row in front was empty. Many rows were half full or empty.

13) But apart from that its just like most airlines: indifferent

I’d love to talk to anyone at Virgin who’d like to talk about saving shed loads of money on frustrated marketing, frustrated staff and frustrated customers: peter.massey@budd.uk.com

I offered feedback to the supervisor at the airport but he was too busy dealing with the problems……obviously

Virgin, Voice of the Customer, customer experience design | No Comments

Is blogging on holiday something only saddos do? Withdrawal symptom from email probably!!

Well the view over Central Park in NY is great, but this early in the day I cant be bothered to crawl out despite the quality of US TV driving me to despair. No the adverts haven’t improved. You know those ads with 15 seconds of healthy grandparents who lived to see their grandchildren and enjoy a healthy sex life from those drugs with 45 seconds of side effects including death, pain, agony, loss of digits, nausea, vomitting and headaches. Cars can evidently be sold in the US only if they come with aaaamaaazing discounts from men with daft voices. Subtle eh?

The quality of ads contrasts so much with the quality of retail in the sprawl of sunshine and skyscrapers we’ve come to visit. We are in a 13 year old’s idea of retail heaven – Big Apple, the other Apple, Abercombie, Old Navy and Dad’s credit card !

Let’s start with our first ventures around a couple of blocks from 59th and 5th – the corner of Central Park and Fifth Avenue where FAO Schwarz and the Apple store contrast old and new retailing. FAO Schwatz ( http://www.fao.com/ ) has been around as a toy store since 1872 and represents all the traditional shopping you can muster with rows ofd stuff to look at. On the plus side there’s lots for the kids to interact with including a 10m keyboard they can jump around on and whch has featured in many films including A Christmas Story (1983). Someone from John Lewis once told me that one of their KPIs was that someone entering a shop should be greeted within one minute if they are to feel good about their visit. They even mystery shop to make sure its happening. Well Schwarz have always had a toy soldier at the door to greet you. Not subtle but it works.

The Apple Store on the other hand is probably the ultimate in designed shopping experiences. The approach is a hovering Apple logo in a glass box above street level. You know you’re in for something different.

There are greeters bantering with people entering and leaving and then your entrance is either by a glass lift inside the glass box or a glass spiral staircase. You get the picture. And then of course the “normal” for Apple, well lit, loads of circulation space, big tables, loads of demo kit, lots of savvy people to help every which way you look.

A couple of contrasts with the London store though. The design idea of taking credit card buyers out from the queue doesn’t work because so few people in the US store use credit cards judging by the length of line and lack of success the guys asking were having.

Secondly the buzz around iPhones. Everyone wants to play with one. There were hundreds out there all working, set up with data and wifi to test and play with. Yes I can vouch for the fact it feels like an iPod, does the obvious stuff easily and sexily. Gotta get one. But there are 2 issues I didnt solve – texting seemed to be a small qwerty touchscreen. Yuk. And with a max of 8 gigabytes I couldn’t replace my iPod when its time is up. It’ll be interesting to see how O2 gets on selling it for Xmas in the UK. And what Vodafone come up with in response…

Still this place is a testament to the whole design- an-experience approach with rows of tills taking tons of money 24 hours a day (and DJ’d music events on Friday and Saturday night).

2 blocks down 5th Avenue is the flagship Abercrombie and Fitch store. Now this is really what Beth came for.

The greeters look like minor film stars; and there’s a greeter on every floor of course. Everyone looks like one of the dressed models in the abundant black and white photos to be seen in strategic places, on TV and on the billboards. They show the clothes like they’re meant to be. In fact a little digging on the website (http://www.abercrombie.com/) shows that they are called ‘cast’ and can apply to be in the photo shoots and films.

The set has been dressed and lit to show the clothes at their best. The lighting is theatrical, dark and different. The clothes are piled deep in every size so you are not going to struggle to find the one you want. And if you did some model would walk up to you and offer help.

And the sound system is straight from the best night club, played loud and louder (see http://www.meyersound.com/news/2006/abercrombie/ ). And you can get the soundtrack at the website. This a place that has been designed to be good. Needless to say the tills are clattering.

It was established in 1892 and has always been a bit different. Take a look at http://en.wikipedia.org/wiki/Abercrombie_&_Fitch and see what made them a different store early last century.

Well the hour has reached something decent so its time for a NY breakfast…… more on food joints next time

Peter

Abercrombie and Fitch, Apple, customer experience design, retail | No Comments