Fix a fundamental first

Before you go all wow with new initiatives, first identify processes or systems that drive your customers crazy.

Do you know what they are? Rather than creating cool new whatevers, fix a fundamental.

Like how customers give you their money. A leading Australian utility have a nightmare loop going on for me at the moment:

Bill is due

Click on email link to make payment

Directs to download an app

Done that already

Attempt login on app

Don’t have a password

Create new account

Account already exists

Use one time code

Code arrives - Code expired

Try password reset

Link arrives - Link expired

Try another code

Code arrives - Incorrect code

Use ‘make a payment’ on www

Directs to download an app

Try ‘my account’ on www

Provide email or mobile to login

Account doesn’t exist/isn’t verified...

😣Aaaargh!

This is stuff that’s worth fixing.

And if you’re ‘ironing out kinks’ with your system, make other options that are:

➡️possible

➡️accessible

➡️feasible and

➡️visible ... now-ish.

It’s a valuable thing to a customer, to part with their money to you easily and painlessly.

Action: Find out what pains your customers about your systems. And if you don't know, get in touch with them to find out