While lots of attention is focused these days on new service delivery channels – mobile apps, social media, online communities, etc. – the good ol’ 800-line remains the channel of choice for most consumers around the globe (preferred by 85%, according to a recent Accenture study).
It’s for this reason that the 800-line is an important touchpoint to focus on when trying to create satisfying (or even great) customer experiences. How you manage your 800-line, and what kind of personality you inject into it, sends a clear signal to consumers about what it’s like to do business with you.
Which brings us to today’s example of a customer touchpoint so cringe-worthy that all one can say about it is, “folks, you just can’t make this stuff up…”
Take a listen to the 800-line greeting for a major mattress manufacturer. Just one tip before you play the recording: see if you can figure out what this company’s hours of operation are (it only takes 40 seconds for them to explain it):
This is a classic example of infusing an 800-line touchpoint with brand characteristics so unflattering – inaccessibility, coldness, and friction – that it’s hard to imagine any consumer walking away with a positive, memorable impression.
The true brand, culture and service ethic of an organization inevitably seep into its customer touchpoints. So if this company’s 800-line greeting sounds so unfriendly, just imagine what the rest of their service experience must be like! No doubt it’s making customers hide under their mattresses…
What signals are you sending through your 800-line?