Here’s a picture from my phone of the National Australia Bank letting me know that my recent trample into their customer service desk to vent my frustration was now a closed case.
Firstly, it wasn’t closed because there was no resolution. Secondly, I bet they class this one-way SMS as ‘customer engagement’. And I love how it comes from ‘NABNoReply’ because it now looks like their slogan.
Then I got this Gerry McGovern post in my email:
Communicator: Thank you for your feedback. We always strive to listen to our customers and respond to your needs.
Customer: No you don’t.
So then, of course, I posted my picture on twitter along with Gerry’s post link and got a NAB rep (or bot?) in reply. Did I feel like re-explaining the three month case history from scratch with yet another rep? No.
As a designer, this makes me think that 1) ‘user experience design’ is mostly about deeply understanding a task and then making it work for people repeatably, and 2) that ‘customer service’ has inherently the same goals.
So rather than nice branding, and timely-but-inconsequential engagement, I think NAB—and service organisations of the like—should build services that just work. The marketing will eventually be the product.
I have no doubt that building a service that works, and works for all customers, is very difficult. Far more difficult than my Dad realises. But as a customer, nobody cares. Unless it works.
When the fintech finally comes along that makes it too easy for people to leave, everyone will.