CX in 2021. 33 minutes vs 47 seconds
A simple task: I needed to update my credit card for my wife’s health insurance with Assurant Health, who are number 285 on the Fortune500 with the revenues of $10.3 billion. So it is 2021, so I naturally went to their website.
Fail #1: The website is an unintelligible mess i.e. it doesn’t match the now standardized layout we all expect
Fail #2: I needed to registered online. All I needed to know was a policy number, my wife’s name and zip code. There was no confirmation required or confirmation email.
Fail #3: I have 2 policies, but the plans have different length ID numbers so they cannot be linked online.
Fail #4: Having registered and logged on, I discover the on-line members system is an unintelligible mess i.e. it doesn’t match the now standardized layout we all expect. I search in all the options where I might find my credit card details to update them.
Fail #5: They don’t take online payments. WTF. But it took a search on their website to to discover this.
Fail #6: There is a specific number given on their website to call to update credit card details but it takes you to a set of options that aren’t clear. I entered by policy number and was routed to a call centre operator who asked for the information all over again.
Success #1: I was routed straight through to an operator with no wait.
Fail#7: 23 minutes 40 seconds was the time the call took update the credit card details, plus the 10 minutes on the website.
The equivalent time to do the same thing on Amazon.com – 47 SECONDS
This is a PROCESS ISSUE and then a DESIGN ISSUE.
Photo by Henrikke Due on Unsplash