Lately, I have changed the style of my column. Instead of writing on issues aligned with the features published here, I prefer to highlight some real-life instances, which could bring you useful insights. For quite some time now, I wanted to write about the different favours of ‘customer service.’ One way or the other, we are all customers of a bank, a telecom service provider, an insurance company, a hospitality brand and so on. They all make tall claims about the quality of their customer service. I have heard great stories about how they have evolved into a fully automated, self-service-based customer
services - intuitive enough to resolve customer problems in as little time as possible.

Are these claims real? Or is it just what they want to show to us.

The first big myth of ‘great’ customer service ruptured recently when India’s telecom industry embraced mobile number portability (MNP).

Social media sites are full of agonising tales from frustrated aspirants who tried switching service providers. I am yet to come across one individual who successfully switched over within time and without any trouble. However high these telecom and banking organisations may talk about the ‘self service’ capabilities of their web and interactive voice response (IVR) platforms, the truth is they are far from satisfactory.

But there are organisations which have shown remarkable improvement by acting on the feedback.

Here’s an example: I have been a frequent user of easy Cabs – a radio taxi feet operating in all major Indian cities. Not long ago, I had to spend as much as 20 minutes to get an executive to speak to me. Twenty minutes to book a cab! Was it worth it? How much I thought of alternatives to easy Cabs (and unlike Telcos, I was free to do so) but instead I preferred to give my ‘feedback’ to Rajesh Munjal, who heads technology and customer service for easy Cabs. Like me, there may be hundred others who would have given their feedback. Today, I spend less than 40 seconds to book a cab. What changed this equation? Certainly not technology! It was the changed mindset and responsiveness to feedback that gave the customer service a whole new dimension at easy Cabs. And that’s why I would say, different chiefs, different favours!

Do you think an action like this can make a change? I would like to hear your stories.

rahul.mani@9dot9.in