Will Customer Experience be the Tipping Point for Case Management?

“A relationship, I think, is like a shark. You know? It has to constantly move forward or it dies. And I think what we got on our hands is a dead shark.” 

Alvy Singer – Annie Hall

Sometimes I feel this way about case management. Has it failed to move forward? Have we got a dead shark on our hands?  We’ve navel gazed for too long over dynamic and adaptive, unstructured v structured, knowledge workers and case workers. From a marketing point of view it’s all been a bit of a disaster. So what needs to be done to drive more interest case management? Is customer experience management a potential opportunity?

A 2011 Bloomberg Business week survey revealed that “delivering a great customer experience” has become the new imperative: 80% of the companies polled rated customer experience as a top strategic objective. Like case management, customer experience management has also suffered from over analysis.

The potential for case management in a customer service context has been understood for a while. CRM vendors have realized that it’s impossible to predict every customer scenario and have integrated case management applications with their CRM applications to improve how organizations handle unpredictable customer service processes. Customer experience management represents the next step and potentially a tipping point for case management.

In my opinion no other business application has the potential to transform customer experience in the same way that case management can. In a previous post on customer experience I said that customer experience requires just 2 things; fix processes and empower employees. This is the precisely the sweet spot for case management.

The time has come for case management to move forward, to step out from the shadows and hitch a lift on the customer experience bandwagon. Then, to use another movie quote, no one will put case management in the corner.

Next Week: Gamification – “Badges? We ain’t got no badges!We don’t need no badges! I don’t have to show you any stinking badges!”

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Banks; Service so Bad it’s Good

I know it’s open season on banks at the moment and writing a blog post on how bad banks are at customer service is like taking sweets from a baby. It’s definitely not the most original topic but hey I can’t help it and I’ll explain why later.

Two banking related problems stumbled into view this week.

First of all this week the RBS in the UK suffered a SW upgrade fault that caused problems for millions of their customers. Thousands of customers failed to have money transferred into or out of their accounts leading to significant problems. Now we all know every company makes mistakes, what differentiates leading customer service organizations however is how they respond when problems occur.

So how did RBs respond? Well here’s one example where they left a customer stranded at a Spanish airport for 4 days and wouldn’t increase his credit limit to allow him to proceed with his holiday plans.

It’s not as though this problem was completely unexpected either. They had a similar glitch last year as well.

The second banking event of the week concerns the ongoing problems I’m having with my own bank. In my white paper on how organizations can use Case Management to transform ustomer service I describe how last year it took them over 3 months to process a name change on my account. This year it’s taken them 4 months to process my car loan application. Some of the classic customer service issues I experienced were:

  • Repeatedly having to submit proof of identity information.
  • Failing to update me on the status of my application.
  • Failure to meet any SLAs.
  • Having to interact with multiple poorly connected departments
  • Failure to have any coherent complaints management process

Both these events are clear examples of poor customer service processes. In the first case an inability to quickly adapt business process in response to unpredictable events and in the second an inability to manage processes that cross multiple departments and involve multiple participants.

So I hear you say, well if the service is so bad with your bank why don’t you leave? To explain why I don’t leave I’m going to quote Alvy Singer. Alvy Singer is the hero from Woody Allen’s Annie Hall movie and towards the end of the movie he uses a joke to explain why he keeps putting himself through the wringer of his bad relationship with Annie.

Alvy Singer [narrating] this guy goes to a psychiatrist and says, “Doc, uh, my brother’s crazy; he thinks he’s a chicken.” And, uh, the doctor says, “Well, why don’t you turn him in?” The guy says, “I would, but I need the eggs.” Well, I guess that’s pretty much now how I feel about relationships; y’know, they’re totally irrational, and crazy, and absurd, and… but, uh, I guess we keep goin’ through it because, uh, most of us… need the eggs. 

I guess I’m the customer service equivalent of Alvy singer. I need my bank because I need their eggs. I need them to continue to show me how bad customer service can be and give me the motivation to try and improve things.Their service is so bad that it’s good.