The age of digital communications and social media have increased the expectations around customer service and the ability to get results quickly. Unfortunately, in the move to becoming a digital organization, some firms have difficulty replicating the 1:1 service customers once enjoyed.
Any company that provides a service to consumers is often judged more harshly when things go wrong as opposed to when everything is running smoothly. For example, I have been a client of State Farm Insurance for both auto and homeowners insurance for more than 20 years. During that period, I have had only minor claims, and for the most part, the firm has lived up to their motto, “Like a Good Neighbor, State Farm is There.”
Unfortunately, all of this changed a bit more than a week ago, when I had an auto accident that required some significant repairs (no body work). My experience since the accident provides an excellent lesson plan for any organization trying to build digital customer care capabilities.
The challenges encountered over the past 10 days include:
1.Living up to a 1:1 customer-centric legacy
2.Broken promises and missed commitments
3.Outdated silo structure
4.Hidden paper-based systems
5.Underdeveloped social channel strategy
6.Timing of digital retargeting