Why Customer eXperiance Fails?

Why CX Fails:

I had an interaction with call rep of call center of one of the prominent DTH TV companies. 

They asked me to punch:

a) Language Option

b) Existing or New Customer Option

c) If existing customer than punch - customer ID or Mobile Number (Which is 10 digit)

d) It will check number by repeating 

e) Correction Option 

f) Ad message of the company

g) Select Services option

After so many punches I have reached the call center representative. 

When a customer calls a call center he wants to do some transaction/inquiry or solve the problem. Mainly when a company has circulated a call center number for a specific request, most calls would be of that services.

My worries & concerns were  :

- Call drop in between and again I need to start from step 1

- Why I have to do so many punches to reach to call center representative?

- Is it necessary to market the services in between when I ave approached the company for specific services?

- Their SMS was about asking the subscribers to upgrade or else certain channel wont be available. There was no mention that it is free. So I was a bit concerned too , as how can they do so in between the contract?

How they could have improved the customer experience?

1) Their SMS should state that its is a free upgrade (Most of the discomfort would have been avoided before I called).

2) Call options rearranged /deleted

a) Language Option

b) New Customer - press 1 or Existing customer press mobile or customer ID 

c)  If existing customer than punch - customer ID or Mobile Number (Which is 10 digit) (With the b reworded, this step can be avoided)

d) It will check number by repeating (No need to correct here , it is not a banking transaction, it can be confirmed by call center executive while welcoming the caller)

e) Correction Option (No need with changes in the previous step)

f) Ad message of the company (Absolutely unwanted and creating negative experience) 

g) Select Services option

Customer Experience can be redesigned with following revised steps:

(In addition to adding the word FREE in the SMS)

a) Language Option

b) New Customer - press 1 or Existing customer press mobile or customer ID 

c) Select Services option

This kind of customer focus can not only shorten the time but improves customer experience substantially. Unfortunately most companies are process, IT and internal focused and hence create negative customer experience & reasons for customer frustration. 

When was the last have you mapped the processes keeping customers in mind?