Tale No. 1 – several years ago
A while ago I attended an inspirational talk by the then local Vauxhall dealer who applied systems thinking in her business. She walked onto the stage carrying a large holdall.
“We’re going to start with a bit of exercise,” she said. “I’ve got some balls in here. I’m going to pass some down to you and I’d like you to just throw them around the room to each other.”
She took out a tennis ball and lobbed it into the audience then followed with a ping pong ball, a child’s football, a soft woolly ball and a few others. Soon the hall was like a Wimbledon warm-up, balls being thrown everywhere, general amusement at poor passes, creative lobs and so on.
“Stop now,” she said and took out the largest, heaviest size of 10-pin bowl from the holdall. “Who wants me to throw this at them?”
There was silence.
“Well,” she said “what if these balls were customers? Because this is what we do to them – pass them from pillar to post. It’s great fun. And how would you deal with this heavy customer?”
It was an effective demonstration of the traditional way in which companies (and public agencies) treat customers. She then went on, of course, to show the better way her company tried to practice.
Tale No. 2 – yesterday
I attempted to check if my car’s service at my current Vauxhall dealer had been completed, a phone call from them having been promised but not received by 4.50 p.m. (earlier in the day they had laboriously taken three separate phone numbers from me “so we can phone you when it’s ready”). This is what happened.
Dial number. Long wait
Dealer reception (DR): XYZ Ltd. How may I direct your call?
Me: Service reception please
Line cuts to upbeat music with enthusiastic voiceover extolling virtues of used car deals, urging me to contact “the sales team”. A long wait
Mystery voice (MV) (accompanied by loud scratchy sounds): Mmmmph, chrccctch, I mmmmph, cchhhrrrg…
Me: Is that service reception?
MV: Mmmmph, chrccctch, mmmmph…
Me: This is a really bad line. I’m afraid I can’t hear you properly
MV (irritated): Mmmmph, chrccctch, I’m a customer chrccctch I’m waiting to speak to someone
Me: Me too. What a cock up. I’ll put the phone down and dial again
Dial number again. Another long wait
DR: XYZ Ltd. How may I direct your call?
Me: I was just trying to get through to service reception and I seemed to get another customer who was waiting too
DR: Oh. I’ll put you through now
Line cuts to same upbeat music with enthusiastic voiceover etc etc. Another long wait
DR (again): XYZ Ltd. How may I direct your call?
Me: You were putting me through to service reception but I’ve come back to you
DR: Oh, I don’t know how I keep losing you. I’ll try again
More annoying music and sales pitch. Service reception eventually answer phone and claim they’re “just working on the paperwork” and my car’s ready for collection.
I don’t need to labour the difference between these two tales. Suffice it say that I bought a Vauxhall from the previous dealer solely on the strength of what she’d said in her presentation. The sales process was immaculate, no hassle, complete honesty about my trade-in, none of that edginess car sales people usually induce. On the one occasion there was a significant problem with my new car they couldn’t sort the service manager came out with me for a test drive to see if he could detect the problem. He couldn’t but said to call him directly if it recurred and he’d ensure it was dealt with straight away. I believed him.
A couple of years later this dealer gave up their franchise. Their approach didn’t fit the GM model and its bureaucracy – now go back and re-read Tale No. 2 for the current situation.
On the usual issue for this blog of “So what’s this got to do with the public sector?” I’d invite any public servants to draw their own conclusions. When I worked in councils I certainly picked up the phone more than once to receive the frustrated cry “You’re the 3rd, 4th, 5th…person I’ve been passed on to.” Oh, and by the way, a call centre isn’t the answer – not unless you get your processes, and your culture, right (back to Tale No. 2 again).