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.
