When it comes to customer experience, the devil is in the details.
A Chief Marketing Officer can create a broad sweeping, exceptional branding program but can lose countless customers based on the smallest, tiniest interaction—even something as simple as an online password reset.
This concept became crystal clear on a personal level past Saturday when doing something as mundane as ordering more coffee. I have a Keurig and I order K-cups from them online. Unfortunately, this time I could not get into my account. I tried the password reset feature, but it wouldn’t work.
Needing to reset my password is not a reason for me to “leave” Keurig. How Keurig handled my password reset is why.
When I could not get in, I submitted a customer service request to Keurig and Googled “K-cups” which immediately lead me to Amazon.com to order my coffee. Then, I forgot about it. Amazon delivered my coffee four days later… and hours after that my customer service request response arrived from Keurig. I got my coffee before I got my help from Keurig!
Unfortunately the response from Keurig was not only very late, but also generic in nature. To make matters worse, the email instructed me to call an 800# for help. Keurig.com does not offer enough value for me to spend my time on the phone. Additionally, I already had a better experience at Amazon.com where I found a greater flavor selection and lower shipping costs. At this point, yes, a simple failure of the password reset lost Keurig a customer.
How to Ensure that Every Detail is Perfect
The remainder of this article is available to members of the Ideahaus Professional Community. Sign up for the free Social Member level here.