Perspectives

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?

Yahoo! India has now introduced Local/Business search in India starting with a few cities (Bangalore, Mumbai, Chennai and Delhi ). It is the usual, Find “what” in “where” local search destination except there are a few cheeky cool things.

Locality pages: for Koramangala, Indiranagar, Bandra West and Andheri West.

Essentialist: On the Koramangala Locality page, I found a couple of interesting questions such as “Are you getting married?” , “Moving to Koramangala?” being asked at me. And on click, it gives an essential list of all businesses you may ever need in the process of getting married (Assuming you already have a girl) or moving. Pretty cool.

Footprints: Assuming you have visited that business, then you could click on a “foot” looking icon and it will bump up a number. Something like digging a web page, I guess. I guess higher the footprint, more the listing will feature in your search, frontpage etc.

If you are business owner of if you know a business, you could add details of it using the “Add a Business”. I did’nt quite find a page/link to do that. But Y! Local did ask me about it when my search query did not yield a result. Such as this

There is a fair amount of Maps integration as well, but is not useful practically yet. You can do stuff like move around the marker of a business to it’s correct location, vote on it, save it etc.

You can also send the listing on SMS, email etc. I also like the UI and the layout, but I also wish the frontpage was a little light and plain. Right now, it has one too many links.

Cheers! to Yahoo! India.

Was just trying to see where Opus Bangalore where, apparently, this gorgeous subject constantly performs. And found out that Google has integrated results from local.google.co.in. They have also managed to crawl reviews from Burrp. The data set itself hasnt improved much though.

This is one long pending post. Zook is a new sms and/or wap based local search service that a good friend of mine and others released a month back or so. Sameer calls it “Mobile answer engine”. Pretty funky huh?
There are quite a few reviews about zook all over the web now, and Zook’s blog is here. But why keep reading when you can actually try it ? Point your mobile browser to http://zook.in or send in a query like “Zook ringtone” to 3030 in bangalore. (not sure if it works in other citites).

The USP of this product, ofcourse is the way it helps you narrow down on what you are looking for by way of asking a few unintrusive questions. Pretty neat, I should say. My point of contention there is that, zook kinda assumes that most queries have multi meanings. For instance, Zook excels if your query is leading, like “thai”. But, most users come from a Google background where they help the search engine find what they want rather than confuse it. If I am really looking for a restaurant, I would explicitly say “thai restaurant, koramangala, bangalore”. And for a query like that, Google or any other local search works just as well or sometimes better than Zook.

But, zook could work like a charm for the long tail of (confusing) queries. I guess that is the intent , but I dont think they have that rich data yet. For instance, I know of a very famous coffee shop recommended by “Lonely planet” in colaba, mumbai. Google does a decent job. Zook returns nothing.

I use the wap zook along with seraja for events, which is pretty good. Also, I dont think value added SMS is a viable option given the current state of things. Maybe, more on that later. On the whole, it is a very good start and Sameer is a think tank. Full of ideas all the time. I am sure they will crack it as we go along. He just gave a podcast on podtech with kamla Bhatt. He gives a few interesting data points there. Listen to it here. Or I have also embeded it in this blog post.