Ease or Lose !!

When I logout from the facebook.com landing page has an ad of Jabong.com displaying few products incl T Shirt.  Several times I liked the T Shirt design I had clicked on that but no purchase yet by me from Jabong.com

Reason :

When I click after liking the product my landing page on Jabong does not display that product. I scroll down for a minute and then leave. 

That page shows many other shirts and T Shirts but not the one which I liked and clicked on. 

I don't know technical or business issues involved but I am not willing to put extra efforts and time and therefore sale is not happening.  

Customer Effort is playing significant role in customer experience (CX).

Fulfilling customer need with ease and delight is the role of enterprise & ease comes before delight.  

Many transaction opportunities fail only because of ease factor is ignored or not paid attention too. Imagine revenue loss !! 

Jabong must have paid facebook huge money for this ad and yet failed transaction in spite customer likes the product and wants to buy !!!

Have your business processes and corporate communication vetted by CX expert for better Customer Experence - NOW

ICICI Bank Customer Experience of Utter Frustration

Do you know how much effort it takes for the customers to deal with you ? This is my classic ICICI Bank Credit Card /Call Center experience during last 3 days. 

I wanted to report about fraudulent transactions on my credit card. There were 17 transactions in the time lag of 4 minutes. But it took 50 minutes for me to report it to the bank. 

There is neither emergency contact numbers not call center number on credit card bill so net connectivity is necessary to find their number from website. Even on website there is no separate emergency number. All matters are treated equally. 

There is no proper & complete instructions for emergency handling at cell center number punches. It took 50 minutes for me to reach them and report my issues which incl long queues and line disconnect in between the conversation.  

Call center agent handling emergency has no updated email ID where I have to send my written complaint. I was given an out dated email ID, which was corrected by other agent on the next day. 

Agent handling card loss issues which they classify as emergency and given priority does not know how to deal with emergency. He has asked me to come through normal route after punching so many keys even without knowing my issues. 

There is no system of acknowledgment for the written complaint sent. I was told it will happen in 24 hours. I am in 26th hour and still waiting. I am not sure whether they have received my written complaint which was to be sent within 48 hours. 

I have a feeling of pathetic ( fumbling at every possible instance ) , careless ( don't know which punches stand for what on call center punch menu ), negligent ( don't have updated email ID with emergency team  ) , thoughtless ( don't print customer care or emergency number on 4 page long bill ) & frustration  ( still awaiting for acknowledgement even after so much of communication and scaling up up to the level of MD ) about whole my ICICI bank experience.  

The point I am trying to make is, many a times it takes huge efforts of our customers to deal with our business.  Do you have any customer effort scorecard mechanism in place? Do you periodically ask your customers feedback about experience and efforts they have to put in while dealing with your business?  

It is extremely important especially in B2B scenario where per customer stakes are high. Don’t just focus on sales,  focus on customer experience your business creates , customer efforts it takes to deal with your business & customer emotions your efforts invokes before/during & after sales.