Thursday, May 5, 2011

IS YOUR CUSTOMER THE STARTING POINT AND THE END OF YOUR PROCESSES?



This week I had a revealing experience with the ING Bank.
At the moment I am (formally) authorized to do financial transactions for my mother. I have been doing this for many years now. My mother has no computer, so the transactions have to be done via paper or via the phone. Many banks seem to forget though that elderly people are a significant segment of their customers.

I will not bother you with all the ‘bloody’ details, but here are some experiences:

-       I did sell some shares on a Wednesday and they confirmed me that the money would be in her account the next Monday.
-       When I called on Monday, the money wasn’t there. She said that this was impossible and that her colleague did something wrong.
-       Previously I could transfer money to for a rush order, by phone.
-       Now I had to visit a local branch to make that happen.
-       The computer system in the branch indicated that I wasn’t authorized to do this. There was another person ‘authorized’ which we don’t know at all.
-       Etc

What is clear is that this bank .....
-       has never given any serious thought to create special processes for the elderly
-       has not synchronized the local and the central computer systems
-       has no controls in place to check authorizations
-       has typically designed processes from the inside-out


Wouldn’t it be great if they designed their services from the customer’s point of view? A Customer Journey Map could do some wonders in this respect!

So, how are you designing your processes?



GROW YOUR PEOPLE, GROW YOUR BUSINESS!


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