Strategy: Service Design Strategy

In the not-too-distant past, I recall companies’ forcing me to call them to resolve any issues I had. Whether it was my bank, my cable company, or my health-insurance provider, I first tried to find answers and support on their Web site, then if I couldn’t get the help I needed online, I’d reluctantly call customer service. The customer experience (CX) was excruciating—the complex, interactive voice response (IVR) system, the redundant requests for my personal information and details regarding why I was calling, and the hoops I had to jump through to get to a human being. I was frustrated not only as a customer but also as a service-design expert who knew all too well the many customer-experience laws they were breaking, for example:

• Make it seamless.
• Make it predictive.
• Make it intuitive.
• Make it intelligent.

But what was the biggest law they broke? Give me options. Read More