How many people have encountered the embarrassment of proving "I am me"? I never imagined that such a speechless event would happen to me when business digitization is so advanced today.
The story starts with a bank card:
Due to work needs, I went to a bank outlet to open a card. The manager of the bank lobby received me and made a series of information registration for me through a handheld pad. Everything Number List went well until the face scan, the pad prompted that the face and ID photo did not match, and the review failed after many attempts.
At that time, it was the normal working time in the afternoon (neither when there was a shortage of staff on duty at noon, nor when it was time to rush to take inventory and liquidation near the end of get off work), and there were not even other customers waiting in line for business processing. Just when I thought I needed to manually open the card at the counter, the lobby manager told me: You need to go to the police station to issue a certificate to prove that you are indeed the person on your ID card, and then we can issue a card for you.
After confirming several times that I had heard correctly, I left without arguing. Thinking that there should be no difference in the bank's operating standards, I took advantage of the weekend to return to the place of residence to go to the police station to issue a certificate. Ironically, when returning to the bank's branch, the painstakingly issued ID didn't come in handy. After the counter staff took my ID card and handwritten form, I quickly processed the bank card. It seems that the identity certificate has never happened...
Perhaps out of professional instinct, I habitually want to revisit this "self-proof" experience from the perspective of customer experience management:
What's the problem - why do I feel the experience is so bad?
How to solve the problem - how can the bank customer experience improve?
01 Where is the problem - why do I feel bad about the experience?
Although the author negotiated and accepted the "arrangement" very calmly during the whole process, but thinking about it carefully, there are actually several key experience troughs in the entire business process:
Experience 1: The embarrassment of "people have and I don't"
I was already a little shocked when the lobby manager took out the tablet and started filling in the information. After all, offline self-service card opening equipment is no longer a trendy new thing. However, in this service outlet of a large state-owned commercial bank located in the urban area of Shanghai, the card opening business in the district still needs to be solved by manpower, and there is no doubt that the experience gap is different.