Businesses, phones & India
I am starting to believe that Indian businesses don’t know how to do business on a phone. The large corporations (such as ICICIs and Godrejs and Pizza Huts) get the point to a reasonable extent. But, there are multiple issues.
First, there aren’t a great lot of large corporations in India. So, you are most likely going to encounter many small businesses in your life time in India for everyday requirements.
Second, it doesn’t seem like the large corporations are putting in a great lot of effort in getting their phone link to the customer right. I have first hand experience with Bank “A” and I know the main menu of their IVR by heart. But, everytime I have wanted to call them, nothing in the main menu seems to match the question I have in mind for them. And I begin to wonder. I know that if I keep pressing something, Bank A’s IVR gives up on me and transfers me over to the first customer care person available. I subconciously know that once I get to a customer care person, things will start rolling. And, I am the best case scenario. I am in technology and I think I understand the phrase “Technology as an enabler”. Wonder what percentage of people who dial up end up speaking to a service representative. If it is a huge percent, then the point of the IVR is lost.
The worst case scenario is my mom. To begin with, she is perplexed by the idea of an automated voice system which is not a human being. Second, She is scandalized that if she presses a wrong button, the world might end and bad things might happen. She is also worried that this voice person will not give her any help. How is it that she can’t ask questions to this computer voice?
Also, folks at the call center want to put the phone down or transfer the call as quickly as possible to another department. It feels like “red tapism” except it all happens on the phone line and you are sitting. Your time isint anyone’s concern. You are not running around, right?
Lets talk about the Torso and tail, the medium and small businesses. The service stations, restaurants, Gas stove repair, flower shops. And it sucks quite a bit here. It is almost like customers who call up on the phone are second grade and do not require the same treatment as folks who show up in the showroom or shop. It is not like I am not going to pay.
Atleast once, I have been asked to call back later because the person who picked up the phone was busy. She didn’t even care to ask me what it is that I wanted. Because I am on the phone, I am not real? Other times, the person who picks up the call hasnt a clue. I called up a dance company and the person who picked up goes “Oh, you want to talk to my husband?”. More often than not, it is someone’s personal phone number which is listed on the internet. And when you call, the person gets infuriated about how you could call him at 8 PM in the night? I am expected to know his office timings, right? Cutting the call, Number busy etc. have happened quite a number of times as well. And these are all institutions that treat their customers normally when you visit them. What these businesses don’t take seriously is, a bad user experience on the phone is a bad user experience about the way they run the business.
Honestly, this doesn’t come to me as a surprise. On the other hand, It is more of a wishful thought. 400 million phone connections isint a joke. We have virtually covered all people with any purchasing power. I wish our businesses understood the power of remote & voice communication. I am a believer that voice is the most natural form of human communication. And there just isint space in your jeans pocket for a keyboard and a mouse. The fact that 1-800 as a concept is not popular (Not sure what the reasons are here) itself is a standing symptom of how businesses arent embracing the telephone yet.
Just like every other industry in India, telephony is fragmented, de-standardized and over regulated. Customer side phone revolution has already happened. Wont the businesses see this?
Related posts:
OTOH:
We have this neighbourhood grocer whose store is largely unvisited yet he services almost everyone in our apartment! Purely over the phone, with limited language skills!
Top this : last week my wife left the car lights on and the battery died – we needed someone to come and jumpstart it. After a little bit of looking around I suggested – total shot in the dark – that we ask this guy – the grocer. One call and we had a neighbourhood mechanics number – and he turned up in half an hour and did the job! Google Local – beat that!
Yeah, but ICICI has a long way to go
sameer
24 Feb 09 at 9:40 AM
Specific difference between the 2 use cases on small & medium biz:
1. Percentage of calling customers
2. Clear knowledge of spending power of calling customers
Only answer I can think of for the banks behaving this way is, no one there is thinking of opportunity cost.
Arjun
25 Feb 09 at 3:07 AM