14 • Powering online customer channel shift

What are the factors that persuade customers to use online channels for service delivery, and why does human psychology tell us that a failure of customer trust has long-lasting behavioural implications?

What are the business case criteria you need to consider in designing services for online channel delivery?

In this episode, you'll hear a case study of why an electricity provider's outage app powered the shift in this customer's channel choice from the phone to online.

PODCAST • 17 minute listen

A word of thanks

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Before telling you about this episode, I'd like to take this opportunity to say thanks for downloading this episode, and to celebrate a small milestone for the podcast. Episode 13 propelled the service first® podcast to the dizzy heights of topping the 1000 downloads mark.

That's small beer to a lot of podcasts, but any recognition is a good reward. That's your first tip for improving customer service team morale before the podcast even starts - celebrate your successes, however small they may be!

I'd also like to thank Welp Magazine, who've kindly featured this podcast in their online list of the 20 best customer service podcasts of 2021. There are some very successful and informative podcasts alongside this one in that list, so do take a moment to check out some of the online social circle we've been associated with.


In this podcast episode

In this third episode in my mini-series about improving the online and multi-channel customer service experience, you'll hear how Wellington Electricity's online app achieves the goal of moving customers from phone to online service.

What are the factors that persuade customers to use online channels for service delivery, and why does a failure of customer trust have long-lasting behavioural implications?

What is it about human psychology that you need to take into account when designing online customer services?

What are the business case criteria you need to consider in designing for online channel delivery?

This case study takes you through the customer experience of dealing with a power cut, and why a customer makes the decision to use an online app rather than pick up the phone.

You'll hear about the psychology experiments that underpin customer behaviour, and hear why another organisation's failure to establish customer trust means their real time services suffer from a long term lack of trust.

You'll take away three key lessons to apply to your own organisation's digital channel customer service experience design, and the key business case benefits and dis-benefits in an online channel shift business case.


The successful adoption of online channels requires technology to work, first time, every time. Every failure undermines trust and teaches customers NOT to use the system.

Dr. Jason Price

Lessons to learn

Here are three lessons you'll hear in this podcast about why Wellington Electricity's outage app works so well for customers:

  • It's designed with the customer's situation in mind
  • It's fast and easy to use
  • It's accurate and updated in real time

In the next podcast episodes in this mini-series, we'll get back to talking about improving the quality of your online responses by simply reading the e-mail or message. We'll also share interviews with global experts talking about customer experience transformation and the role of AI and chatbots in customer service.

Make sure you subscribe on your favourite podcast provider, and join our mailing list, so you don't miss out on these future episodes.


Links

Online learning resources from Price Perrott, to help you apply this podcast to improve your own contact centre operation.
• Find out more about Wellington Electricity and what they do.
• Read who else features in Welp Magazine's list of the 20 best customer service podcasts of 2021.
• Watch a performance of The Bangles, Manic Monday


Correction and disclaimers

In the interests of being completely transparent with you, the listener, I have to declare a small error in this podcast. Whilst recording the podcast case study, I've referred to the power cut being on Monday morning. After the recording and publishing, I realised the incident actually occurred on a Saturday morning.

However, none of this affects the lessons or content of the podcast - and, let's face it, if I'd said nothing, you'd be none the wiser. You'd also have missed out on listening to that great track from The Bangles.

However, professional ethics, and my own nagging conscience and integrity, mean I feel bound to declare it. Please don't let that affect your decision to subscribe or to tell all your friends about the podcast. Trees and power lines also mix on a Monday morning in high winds too, and I'd still use the app whenever it occurs - which is the point.

I'd also like to declare that Wellington Electricity, at the time of writing, are not a client of Price Perrott and this podcast will have come as a complete surprise to them. I am not associated with WE and this article has been written independently, from the perspective of a happy customer.


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