Feb 23

Feb 23 Admitting You have a CX Problem is Step Number One!

This image below is the extent of the ‘communication I’ve received’ from HR Block, since submitting my tax docs two weeks ago. I’d hardly call it communication; meager information I hunted down is more accurate than received.

I haven’t even received one automated email message.

The graphic above is not clickable for more information. This IS the detail page three clicks in.

➟ Customer Perception: Poor Self-Service Experience

There is no way to see who is working on my taxes (if anyone). That information is stuck on last year’s advisor for a different kind of taxes.

There is no way to message the advisor working on this year’s taxes. That’s stuck on last year’s advisor too.

I’ve checked every nook and cranny on myblock.com.

➟ Customer Perception: Poor User Experience

I even found a survey link to provide feedback on the new site design. I doubt I’ll get a response to my issue because feedback is nearly always used reactively somewhere down the line if at all.

➟ Customer Perception: Anticipating Poor Feedback Experience

I finally found a phone number to call on the myblock site. An automated phone menu and three transfers later, I am still not talking to anyone who can help with myblock.

The 2nd agent said she was transferring me to the myblock agents.

The 3rd said she had nothing to do with myblock and maybe I was routed there because they’ve been experiencing long wait times.

What?!?! Really?!?! <<insert sarcasm>>

Yes, I’ve had to wait in the queue with each transfer and repeat the issue each time!

➟ Customer Perception: Poor Multi-Channel Experience

Oh, One More Thing

PLEASE update the hold music/recording to delete the part with the women clearing her voice. It might have been clever the first 5 times I heard it, but after being on hold for over an hour, it’s grating! Perhaps an option to wait in silence without music or voice recording would be an improvement. Better yet, can you provide a call back option?!

➟ Customer Perception: I hope you’re not trying to sell me something else while I wait and wait to get my current issue resolved.

Long Story Still Unresolved

1 hour and 10 minutes later a case is created by agent number four (4), and ‘someone’ will get back to me in two days. Evidently, It looks like my taxes weren't actually assigned to the advisor despite the meager status my account shows ‘we're working on your return’. After years and years of doing business with HR Block, my likelihood of churn is 80%. Within the next two days, it will either become 100% or less than 50%, if the issue is quickly resolved with some empathy for good measure.

➟ Customer Perception: Trust obliterated.

Effort Exceeds Value

Before hanging up with Agent #4, I asked what number I should call if I did not hear back within two days. They gave me the number I called first, which resulted in four (4) transfers and four (4) agents.

➟ Customer Perception: Effort exceeds Value.

Takeaway: Your Customer Experience isn’t as Good as You Think it is

This blog may seem like a rant, and it is. I didn’t use to identify the examples of poor CX by name, but I think far too many companies are certain they don’t have a problem.

If you’re positive you don’t deliver poor CX, I’m nearly positive you do.

Companies fighting to deliver great CX and focused on improving CX are likely well aware of their shortcomings.

Admitting you have a problem is Step Number One!

If your reflex is to get frustrated at your web team or your call center…

Please take a few minutes to really assess the breakdowns in this experience. The humans I talked to were polite. They tried to be understanding.

Could They have Done More?

I don’t know. Do they have the training, tools, credentials, empowerment to do more?

Consider These Questions

Do you have a portal design/user experience issue? Did you pilot the new design? How are you gauging its success?
Do you have a data issue?
Workflow issue routing new submittals to tax advisors? A notification issue letting the advisor know they have something pending in their queue?
Do you have a communication gap notifying customers when their submittals are received?
A disconnected systems issue?
A problem resulting from silos?
Issues caused by teams not understanding the end-to-end customer journey and their role in it?
Do you have a gap in your customer feedback strategy?
Is your multi-channel strategy lacking?
Does your call tree/agent routing need a review/refresh?
Is your escalation process timely and effective?

What other questions would you suggest before defaulting to so-and-so dropped the ball this one time on this one call; we don’t actually have a Customer Experience problem, just a little breakdown with one team member.