One final thought on my recent experience with Air Canada and Bell Expressvu: do these companies every approach problems from the customers’ perspective?
Obviously their web sites and their service structure are ivory tower creations, built by desk jockies using ideas generated at corporate boardroom idea sessions. Speaking from experience, it can be the hardest thing to do, get into the customer’s head. I’m not just talking about thinking “outside the box”. I’m saying get up and go outside the building.
Furthermore, I’m not just talking about usability in regards to a web site or a telephone support system. That’s a bit late in the process to solve the problems I’ve identified. I’m talking about customer-ability. Go into peoples’ homes, find out how they live, discover how they want to engage with the machine that is your company.
I’ve revealed a wide chasm between the corporations that are Bell and Air Canada and the experience of the customer. Really, I should be on their payrolls, and they should have other regular, home-oriented folks on there from across Canada. We shouldn’t have to go through any structure or planned process of evaluation with their services and communications. We should just live and engage, then report back to them on our experiences. I would call these positions “Customer Analysts” and truly believe they would be beneficial to large corporations who just can’t seem to see past their cubicle dividers.