I was almost awakened this morning (just woke up) by a call from an 866 number. I answered.. twice (I guess their auto-call system had to switch over to an available rep).
"Hello, may I speak to Mr. Little," says a female rep.
"This is he," comes my stock reply.
"Hi, I'm Sally, calling on behalf of Verizon Wireless. We'd like to help you renew your Family Plan with us. We've just expanded our service to the new National plan [means nothing to me--I thought I was already on a national plan] and have extended our service to the Mobile Web 2.0 [ah buzzwords, and for only how much more per month?]. I see you're on the Family Share Plan 1400; we can renew you for that for only $80/month plus the usual extra fees, and you can get a new phone with the latest in wireless technology! So to get started I just need to confirm some information with you..."
I usually try to be polite with telereps. They're just doing a job and, these days, are lucky to be employed I guess. So although I could have just interrupted and told them what I really thought, I just waited for her to let me into the dialogue.
But just in this initial intro, so much is wrong, from a good experience perspective.
First, a little bit of background. My plan is up in February. They have been spamming me about getting a new phone early since before Thanksgiving. I swear in one week, I got at least five identical emails about that.
Over Thanksgiving while visiting the in-laws in New Bern, NC, I went into the VZ store to see what kinds of phones they have.. to see if they have anything that is nearly as attractive as the iPhone. I looked at pretty much the whole selection while waiting for a rep, only to find out that the most likely candidate, the Blackberry Storm, was out of stock and wouldn't be in till the next day.
So I came back the next day, and found out then that it was supposed to be after 2p. The fella said he'd call me that afternoon and gave me his number. He didn't call. I did; he didn't even respond to my voicemail.
So I was back on my own. After doing a bit more online research, seeing some comparative YouTube videos (it was obvious even in a foreign language which phone was better) and talking more to my buddies who have iPhones and still love them after long usage (most folks just tolerate their mobile devices, but I can't think of anyone I've talked to who has an iPhone that doesn't gush about it, even died-in-the-wool techie geeks), I decided to go ahead and make the switch to AT&T to get the iPhone. So I contacted VZ to tell them I intend to cancel and ask how to properly end the contract (so as to avoid weird fees and such). That rep was helpful and suggested I check out another phone (the Optima, IIRC), but the point is that at this point Verizon has it on record on my account that I intend to cancel.
Yet they still called me today, acting as if this were the first interaction we've had about the fact that my contract is ending and that I can get a new phone.
It got me to yearning that mythic idea of the general store back in the "old days." You go in and the folks minding the store know you by name, probably know your family and inquire with sincere interest how they are doing. They know me, and they care.
Obviously in this day and age I don't expect this level of knowledge and concern from VZ, but man, at least they could read the notes on my account and interact with me in a way that is straightforward and honest about our current relationship, without the high-pressure, ignorant sales tactics they slammed me with this morning.
Something like this:
"Hi, Mr. Little. I know that <the rep in New Bern> was checking on the Blackberry Storm for you, and I see that you contacted us to find out about canceling with us when your contract is up in February. Did you have a chance to check out the Optima?"
I'd respond, amazed and slightly touched that they actually took the time to read my account history, "Yes, and since then I've decided to definitely go with the iPhone."
Then they could say, "Okay, well, we're sorry to hear that. It was good to have you as a customer for these last five years. We hope that someday we'll have something to offer to bring you back. Have a great new years!"
I don't think what I'm suggesting is beyond reason, even for the monster megalith that is Verizon. Nothing above requires any more knowledge than what the reps have at their fingertips. They need to empower their reps to interact with people on a human level and not just read sales scripts that abrasively assume that you just want to confirm your information and renew with them.
Good experience design involves all aspects of the experience that your customers have with you, including treating them like real human beings and enabling your reps to act like real human beings, too. Some companies get this, but they are few and far between.
Instead of my leaving VZ with a bad taste in my mouth, they could have me leaving with a desire to come back once they get their technology to where it should be. Missed opportunity, and I am, clearly, just one of many, many people they are using this tactic on. If you're hemorrhaging customers as VZ doubtless is, that's the time to crank up the good experience design.
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