Apr 10 2007
Your document management policies degrade the customer experience.
I called CitiBank, where I have a checking account, because I needed a copy of a cancelled check. First, I had to make a number of calls because the customer service number wasn’t on my bill. The only number on the bill was to get a credit increase.
When I finally tracked down the right number it took me a few minutes to get a hold of someone because I had to press one for English (don’t they know I speak English from my account information?). I had to press two because I was a current customer. I then had to enter my account number. After that, I finally had the option to talk to someone live.
Finally, when I got someone on the phone, I had to give them my account number again (why they couldn’t just look on the computer after I took the time to punch in my account information, I’ll never know). Then, I was able to get to my real question.
I asked for a copy of my check from a few weeks previous where I was told that it would be no problem. “Great,” I said, “would you prefer to email or fax that to me?”
“Oh, we can’t do that. We have to order a photocopy so that we can put it in the mail to you. It will take 5 to 7 business days for you to get it,” was the reply.
I asked, “Is there no other way?”
“Nope.”
I can’t believe it. You mean, they actually keep a hard copy of all the cancelled checks and have to photocopy them? They don’t have them online to view and simply hit a button that allows them to fax that check to me… or better yet, just email me the check?
How many processes do you have that are over complicated because you refuse to simplify them? Because CitiBank doesn’t have a document management system, I have to wait a week for a document that should be available online with easy access.
You know, it really isn’t hard to put in a document management system that not only provides a better customer experience, but can be linked to your existing applications so that images can be found quickly and easily.
If your documents aren’t available, then your customers’ experience can be negative and you stand to lose those customers if you aren’t careful.
Corey Smith is the Vice President of Innovation at Fisher’s Document Systems where he maintains a blog on business and technology.