Mary Schmidt Marketing Troubleshooter

1. The web site kept having “system errors” and I couldn’t continue.

2. The person on the other end of the line when I called for help couldn’t help me. (Of course, he was also dealing with a script in front of him somewhere in India.)

Yet another example of poor planning and process for integration of online and offline/real world systems and people.

One reason I (usually) love Hotwire is the convenience. But, even when it (sort of) works, it often hiccups (”continue” buttons don’t work, deadends such as “can’t process your request at this time” etc.) Once it becomes inconvenient, I’m gone.

Two takeaways for anyone selling on the Web:

A web site is never done. Test, test, and then test some more. ESPECIALLY if your entire business is on the Web.

Train the people answering the phone to be able to do everything the customer should be able to do on the web site – as quickly as possible. Then, periodically call and see how your own system is working (or not.) Further, I’m sure the folks in India are honestly trying, but they also will never run into one of the callers in the supermarket line…and they’re not really working for the company or customer, they’re working for a call center, with its own systems and incentives (one of which is to “close” calls as quickly as possible.)

Expedia’s web site worked so they got my money, even though it cost a bit more than Hotwire. (Sidebar tip: At one point I had three screens up with three different online travel companies…it’s easier than ever for your customers to compare and change, in a click of a button, so your buttons should be working.)

P.S. The phone rep training should include how to think and act outside the call center script.

Tags: marketing, marketing troubleshooting, customer experience, customer service, emarketing, web site design, travel reservations, Hotwire, Expedia