| By Jim Bruene on January 30, 2012 5:38 PM | Comments (2) |
I've always disliked toll-free (telephone) customer service. You have to find the number, identify yourself repeatedly, choose from confusing categories, then wait on hold until you finally get the honor of pleading your sorry case to someone who has all the power. I usually end up feeling like an idiot or a third grader asking for a bathroom pass.
Before the Internet, call center service was a necessary evil. Going forward, let's get rid of it. Self-service, whether completely automated or "guided" by real humans, saves money, and done right, can be a more satisfying customer experience.
Back to my sample of one. When I have a question, I always look for the webform, email address, or even the live chat button; anything that keeps me from dialing 1-800-IMAFOOL.
But when you want to do something at your bank that's relatively complicated, such as investigate a suspicious charge, change your credit limit, etc., it can be difficult to figure out how to do that on your own. That's why I like Capital One's "Ask a question..." box in the middle-right of all its credit card management pages (see first screenshot).
Today, I wanted to tell the bank I might be using its card internationally. I was already logged in to pay my bill, so I simply typed "travel" in the right-hand box (see first screenshot) and a link to the correct online form was delivered in the "answers" section (see second screenshot). It worked just like I expected.
So kudos to Capital One for making it easy to navigate to the right page, and more importantly, handling the entire travel notification process online. Of course, I'd prefer the bank just tracked me automatically via GPS (note 2), but we'll get back to that another time.
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Capital One aids do-it-yourselfers with a prominent search box on every page (28 Jan 2012)
Search results for "travel"
Notes:
1. Western Electric ad from 1959 (from eBay)
2. At FinovateEurope next week, one of the presenting companies, Finsphere, offers just such a technology. Capital One, you should give them a call.
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- Out of the Inbox: Bon Voyage Email from Capital One - Feb 01, 2012
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Perfect timing for this article for me... it really speaks to a need to have all systems integrated perfectly for optimum customer service. Do you happen to know who Capital One's knowledgebase vendor is?
Also, there is a broken link above. "Investigate a suspicious charge"... just FYI.
Great example of self service done right. Using natural 'human' thinking and context, to deliver the experience you were looking for. Thanks for sharing.
This line echoes my sentiments exactly
"Call center service was a necessary evil. Going forward, let's get rid of it. Self-service, whether completely automated or "guided" by real humans, saves money, and done right, can be a more satisfying customer experience."