Today I renewed my passport at Victoria. Nightmare or? Read on…
I was impressed. In fact I can’t remember when I was more impressed. It was better service than any such service I have had for quite a while. It had pretty much the least customer effort as it could have had.
It was a really impressive, well designed multi-channel journey.
Here’s the journey:
- Passport coming up for renewal but don’t get many gaps when I don’t need it. Go to directgov and all the options are laid out in detail. Sometimes repetitive, rightly, of the major points.
- The quickest method is to take it to a regional office, all the details are there including maps etc and instructions what do to do, what to take, how to do it.
- I ring the 0300 number to make an appointment. The IVR isn’t too long winded and gives me the obvious option, I go straight through. He checks all the right conditions exist: – it is a renewal, I understand how it works, when to be where and what to bring with me, what it costs. And he gives me a code to bring. I think he asked me if I want a form and I say no I’ll down load one.
- Without being asked, a letter comes through the post confirming the same information again and giving me the code to be sure. It had a leaflet with the same information about what to do as the website.
- This weekend I hit the only snag. I go to the directgov site again to download the application form to go with my fresh, well new at least, photos. Can I find the renewal form? Lots of other forms but not that one and nowhere does it say it doesn’t exist on the site. The only option is for it to be posted to me.
- There is however a feedback slot at the bottom of each page. It explains that they wont respond, but that the feedback is to improve what’s on the site. So I tell them, unsure of whether it will do any good. We hot foot it to a friendly post office on Sunday morning and persuade them to unlock the forms and hand one over. Well two in case I get it wrong !
- This morning I go nice and early for my 930 for 945 appointment. Walking round from Victoria station, there are big signs sticking out so I can see immediately I’m going to the right place. Each different purpose has a different entrance.
- I walk in and the first thing I see is “ You said, we did” posters about how feedback had changed things. I am v impressed – so simple but so good to see. I am greeted by smiling security ( ex guerkhas to a man) and have my coat and bag scanned simply.
- Before I can get my coat on again a lady is asking what name ( so much nicer than what number ) and I’m given a ticket to go to the second floor. Before I can tweet my delight at “you said, we did” my number is called and I spend 2 mins at the counter whilst a genetleman ticks all the boxes on a form to say my paperwork is correct. He gives me a sheet of paper with a bar code and price and I walk to the cashier and pay my not inconsiderable £129 – £50ish more than standard renewal from memory. As per the website, the phone call, the letter he confirms it will be ready to collect in 4 hours.
- This evening I go back to the separately marked exit and join a queue. Uh oh… but no, all they do is take receipts and hand over passports, so the whole thing took 6 minutes despite the queue.
So is this perfect? Not quite but heh its close enough. It’s all basic stuff but a wow to find someone doing the basics right.
It’s very simple and impressive and a great example of designing, delivering and reinforcing a “Best Service Is No Service” journey where knowledge and operations follow quite clearly a common path: I want to renew my passport”.
What could be better?
- They could have picked up that I said I’d get a form off the site and told me on the call (and on the website) I need to go to a post office to get a renewal form. And why.
- They could still come back later saying “you said, we did” when they fix this.
- They could have asked for suggestions in person whilst I was there – I really hope they don’t spoil this experience by sending a rubbish feedback survey out afterwards.
- They could charge me less for doing it all – but frankly the time saved and de-risking of lost documents was worth the extra £50 given that it was done so effortlessly.
- The guy ticking the form and the lady handing over the passport could have been as cheerful as the security and cashiers – but heh, I don’t really need that.
Everything they did was simple, obvious, but evidently well thought through and done in a way to make it as fast and simple as possible. They had baked in the removal of error upstream in the process so errors would not occur on the visit and ruin the result or the experience. All of the information was consistent, whether on the website, phone, leaflet, form, in the building. They had a means to get feedback which was open to me, not a tick box, and it was evidently used.
So well done whoever you are – do step forward and take a bow at the Passport Office.
Seen any multi channel examples as good? Email me if you do
