Service Problem = Positive Experience
Recently, I went in to get some routine medical tests done. I hand my insurance card and referral form to the receptionist. She then asks me to step around the corner and have a seat.
Seems that the doctor had actually specified additional diagnostics, which would take longer and would require rescheduling. I didn’t know enough to say anything when I called for the appointment. So, here I was, already there, having cleared my calendar for that time period.
I could have been miffed. Instead the problem was a high point of an otherwise blah day. Here’s why:
The receptionist was professional, polite and very apologetic. She didn’t tell me it was my fault. In fact, she apologized so much that I ended up apologizing to her for my cluelessness.
She explained why we would have to reschedule. She told me what the additional tests were, what they involved and how long they would take.
She took care of the paperwork so I wouldn’t have to go through the whole “new patient” process again.
She acted like I was a human being not a scheduling issue.
She thanked me for my time and understanding.
No process. No fancy “Customer Relationship Managment” software. A few minutes out of the day - and a problem turned into a positive experience.
Now, why is it so hard for companies like American Airlines to treat customers like this? Hmmm….(Update: I wrote to the AA CEO about my problem. No response so far. But then, I’m not surprised. He’s probably awfully busy reviewing those cheerful, chirpy ghost-written articles for the airline magazine about their commitment to customers.)
Tags: marketing, marketing troubleshooting, customer service, American Airlines
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