I needed to change an online booking but the only way to do it was to call the contact centre.

I visited the store but was asked to email my comments to the service department.

I called the help line and was instructed to put my request in writing.

I responded to the tweet and was asked to print, fill in and post a PDF; a PDF which was hidden so deeply on the company’s website any normal human could never have found it.

If you really want to upset your customers, tell them that their preferred method of communication isn’t yours!

In an increasingly multi-channel world, I believe the primary method of communication should be (whenever possible) the method your customer wants to use.

The fact that they can be bothered to communicate with you at all (in this busy,  distraction-driven world) should fill you with joy.

Remember, people like people who are like... themselves.

    Letter writers like letters

    Texters like texts

    Callers like calls

    Tweeters like tweets

    Facebookers like posts

    Get it?

I’d love your comments – in any format you like! 

Be Brilliant!