I was recently at the Salesforce1 World Tour in Chicago (they had Buddy guy play, which was awesome) and they used this marketing term while discussing customer experience and a light bulb went on for me. Fragmented experience – that got tucked away for future mulling.
Having spent a few years in customer service/care/experience (whatever the current lingo), I am sensitive to providing clear, accurate and timely information and assistance to customers in a cohesive manner. As a consumer for even longer, I am well aware of how many companies fall far short of this goal and I have had way too many fragmented experiences from the customer perspective.
(ATT – take heed! A couple of months ago I called them to ask a question and the automated message said to contact them through their website for faster service. When I hung up and tried that, the website told me to call them. Yes, really. Maybe not a fragmented experience per se, but I thought for a minute that I was in one of Dante’s circles of hell.)
So, what is a fragmented experience? Any time when you get only bits and pieces of what you are after using one method of contact and you have to expend a lot of effort to achieve your goal of all the information or service that you are after. Too many companies seem to do this on purpose to make people give up, which often results in a disgruntled customer who is paying more than they probably should.
I probably shouldn’t single out ATT for my fragmented experiences, but that is the one that is coming to mind just at this moment. I’m sure that I could gather plenty more with a quick poll of my friends. Sadly.
Plenty of companies in recent years have ignored the percentage of their employees who felt disengaged because the company saw no compelling need to address the issue. Some of the same companies have allowed fragmented customer experiences to be the norm because they knew inertia would allow them to retain a large portion of these disgruntled customers. What if that starts to change? What if younger, hungry companies start to show customers a truly better experience?
What is your most egregious fragmented experience?
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