In multipe Forrester reports, analyst Joana van den Brink-Quintanilha, indicates that successfully mapping the CX ecosystem requires insights outside the company. It isn't always easy for companies to get that outside-in view. But hey, I'm here to help! With this post I want to do just that for the CX professionals of car assistance companies: Giving them one outside-in view of their company.
The summer holiday season is coming to an end. Most people took some time off and have spent time with their family. Just getting disconnected and completely relaxed. In Europe, we like to spend our vacation at the Mediterranean Sea. Together with my wonderful wife and 3 year old son, I drove to sunny Spain. We had a great vacation, but it was overshadowed with 2 car breakdowns!
The first time was on our way to Spain. The communication with Car Assistance Company didn't go smoothly, but the record time service made me a forgiving man. We were back on our way to Spain in about 2 hours.
Getting home was a different story. On our way back to Belgium our car broke down again. If you really wanna know, it is a 2013 Volvo V70. It took 30 telephone calls and conversations with 15 different persons of 7 different organisations to get home. And as a bonus, I got a sales pitch thrown in my face by a taxi driver when I only needed some empathy. At the time I went through the roof. Today it is a funny story.
Clearly, the Car Assistance Company didn't map out the customer journey and didn't spend a moment to make their ecosystem visible to identify less ideal journeys. The ecosytem of a car assistance company is huge. It involves car towing companies, garages, car rental companies, car rental branches, taxi drivers, insurance agents and in France even the Gendarmerie.
I understand you can't control the whole ecosystem, but the call center should be under the full control of the Car Assistance Company. It took the garage 2 minutes to identify the cause of the breakdown and 20 minutes to come to the conclusion that the one little part my car needed wasn't available for another 4 days. It took me 4 hours and 15 calls to get the Car Assistance Company start thinking in solutions.
What strikes me most is that they had scheduled a call with the garage 5 hours after my arrival to get a report of the head technician of the garage. First of all, it took me 2 hours to figure that out. And despite my pressure and the escalation via the insurance agent, it took 4 hours to get the Car Assistance Company call for the report. It's kinda funny that I had to tell the head technician what to say, because in the meantime my Volvo problem was no longer on top of his mind.
During the 15 calls I had to make with the call center of the Car Assistance Company, I spoke with 6 different persons. I had to explain my situation over and over again. It took about 10 calls before one of the agents, Marc, proposed to always ask for him. It increased the efficiency and lowered my frustration. I didn't care that I had to wait 5 minutes for Marc. He knows me and he knows my situation. That was more important to me.