Is Technology Ticking Your Customers Off?
So I just walked into a United Red Carpet lounge and watched while a gentleman next me handed the customer service representative his Member card.
She took one look at it and said, “Sorry, we’re not accepting these cards.”
The gentleman said, “But US Airways said it was good after October 31.”
“Sorry, sir,” was her reply. “US Airways mailed those cards out prematurely. Next!”
The gentleman said, “You guys really need to get your act together,” and stomped out.
Can’t say I blame him.
I had a similar experience yesterday when I tried to check in online. United conveniently allowed me to upgrade my seats (how nice of them!), so I dutifully entered my credit card info — only to receive a screen that read, “Sorry. We can’t process your request for this type of upgrade.” What?
When I tried to get back in to download my boarding pass, the United system said it couldn’t “find me.” Argh!
According to Kenneth J. Weiss, who wrote the new book, Slightware: The Next Great Threat to Brands, it’s this kind of technological snafu that really ticks people off — and that ruins your brand.
It doesn’t matter that US Airways mailed their member cards prematurely.
Instead of rudely turning customers away, US Airways should work with United and other carriers who honor these cards to graciously accept them — and thank customers for their business.
And United can easily fix its online check-in snafus by hiring IT people who understand how to simplify the online check-in process.
Hint: if I were the IT/marketing person at United, I’d study the Southwest e-ticket check-in process and make United’s work the same way. Just how hard can that be? Apparently, too hard.
November 10th, 2009 at 5:52 pm
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November 13th, 2009 at 10:16 am
That kind of SNAFU sends me right over the edge. As someone with a background in designing user experiences, it makes me NUTS when I have to endure a badly designed and/or executed system. Companies need to learn to pay attention to the whole package – from the brand name and positioning, down to the tiniest detail of an automated ordering system. No one piece holds more weight than another. When it comes to customer experience, the weakest link is how you will be judged every time.
Great post!
November 13th, 2009 at 11:39 am
Jamie – This kind of things sends everybody over the edge. The worst part of enduring a badly executed IT system is that you almost immediately know it’s the system, and you’re at the mercy of a computer that you can’t talk to and reason with. I think the biggest offenders right now are phone menu systems, constantly making me repeat my request and not understanding. Customer satisfaction will NEVER be delivered via automaton. There needs to be an ACTUAL LIVE HUMAN there. I think as technology races closer to a singularity, you will see this become a bigger and bigger problem until it takes down businesses.
Paul Weiss
blogs.vbpoutsourcing.com
November 13th, 2009 at 1:11 pm
Jamie and Paul — Thank you for your comments. I haven’t flown United in a long time and was stressed at trying to figure out the online check in process. I shouldn’t have to “figure” it out — it should just work. I think I’ve been spoiled by Southwest.
November 13th, 2009 at 2:49 pm
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