In the past few years, I have been witnessing an aggressive approach to Customers from Companies who pride themselves as Customer focused Companies! I will be talking about few Companies specifically. But I am not saying that only these companies are adapting these aggressive approaches to customers. There may be many more. I am talking about these companies on the basis of my personal experience. Experience of others may be different.
I have been Banking with ICICI for about 25 Years. I have good amount of Deposits with them. I am a decent size Customer for them. I have Savings Accounts with them as well as Current accounts too. As I know the Bank for 25 years, I have a right to talk about them. Currently I am actively looking at shifting away from this Bank due to two reasons.
The Bank’s service is deteriorating fast. They were not helpful to me in some specific cases. They will quote their Process when I ask for help. The Staff of this Bank are remarkably unfocused on Customers’ Point of view. Most of the Staff are young and totally untrained on Customer Service.
a) In addition, they adapt a very aggressive approach towards Customers to get more business from them:
a. If I or my wife go to the Bank, the Staff will be all over us. Not to help us. But, to ask for Deposits, ask us to invest in Insurance and so on. 90% of the Visits are marked by Staff asking us to invest in some schemes.
b. If someone smiles at me, these days I am turning my face away as the second sentence would be about investing.
c. Whatever may be the agenda with which we go to Bank, they will harass us about investing. They will ask for Account numbers, look at our Deposits and then will go after us. Right now, a visit to ICICI Bank has become very unpleasant.
d. They also approach us on Phone. There are calls from their Call centers about various schemes. They also call from the Branch where we have accounts. They keep offering the same thing even though we said NO to it. They offer me Overdraft on the basis of my transactions. I said no to it. But they don’t care! They keep calling every week and offering the same! I am amazed by their insensitivity. I keep picking up the call as the number is a usual land line or Cell number. If it comes from the usual 14*** then I do not even pick up the call.
ICICI Bank may be giving their Employees a wonderful incentive to get the Business! Otherwise I can’t imagine the employees to be so proactive. Earlier it used to be the Marketing guys who have these targets. It looks like every Customer facing Executive is given Targets now! With this, they have turned every employee in to a Marketing executive. Is it good for ICICI? Whoever has taken this decision, has committed a big mistake. Now there is no Customer Service at the Bank. It is only Customer harassment! I am talking from personal experience!
I own a Volkswagen Vento. I bought this car in 2012. Since then I spent a good amount of money on this Car. Somehow my experience with Volkswagen had been very bad. But I can say I am suffering the wrong choices that I made with reference to choosing Diesel Car as well as the Brand.
But my experience with the Dealer of this Car in Coimbatore is very bad!
- The Bill for the Servicing is never small. I am suspicious of this Dealer as once they suggested changing Brake Pads when they have just changed it in the previous Service. Since then I am suspicious of their intentions! When I countered the Service Executive that the Brake Pads were just changed in the previous Service, he changed his tack. I never trust this Dealer after that.
- After Service, the Volkswagen (Being Customer Centric!!) asks for feedback. First the local Dealer will call. After that Volkswagen themselves call from Mumbai. Initially I took this seriously and gave genuine feedback. If you say you are happy, you are let go there. But if you say you had a problem, then the harassment is more. They will arbitrarily call you whenever they want and ask for more information. In the initial days, I took it seriously and gave them further feedback. For one Servicing, you have to answer 3 Calls if you told them that you were not happy with something. If you don’t pick up the call, they will go after you. I think the calls are made by a Software program. The program does not get tired of calling you till you pick up.
- Now in the initial days in all my innocence I looked for feedback or addressing my issue that is given in the feedback. There is never any action taken and there is never any feedback on my feedback.
- Since then I just stopped answering the calls. If they fool me by calling from different numbers, I just disconnect if they say ‘Volkswagen..’.
- Is this what Volkswagen wants? To harass their Customers?
With my experience of local Dealer and the Company I have decided that I will never ever buy a Volkswagen product and avoid all Companies that this Dealer represents!
I am not talking about the Dealer as he may be a Small company. I am hoping Volkswagen will learn from this case study.
I am trying to sell a Flat that I own in Coimbatore. I decided to put an advertisement in Quikr.
You can put a free advertisement in Quikr. But once you put it, you are chased by their Executives asking you to get into paid section. That is not the end.
Once you pay up, they keep bombarding you with calls to upgrade yourself!
After we suffered at their hands with the first advertisement, my wife became smart by the second one. She did not pick up the barrage of calls that they were making after inserting the second Advertisement.
Is this the way Quikr wants to treat its’ Customers? Is there no other way but to chase Customers and wear them out?
We got used to using Swiggy as many people have. Of late, there are many bad deliveries from Swiggy. When you order for Dosa it arrives without any accompaniments. Swiggy App has provision for taking feedback from Customer.
We keep giving feedback. Neither the Restaurant concerned nor Swiggy takes any action on the Feedback! Swiggy App though says ‘Aaargh !! Not acceptable !’ when you give feedback. You may fooled to think that they will really take some action!! Nothing will happen!
Swiggy thinks that we will never go away from them! We as a family are planning to prove them wrong!
There are several more examples. Ola Auto Drivers routinely ask for adding more money to what is shown by the Ola app. Otherwise they will refuse to come OR delay it so much that in a panic you accept their demand or you cancel the ride. If you cancel, sometimes you have to bear cancellation charges. We routinely rate these Drivers low. But no one acts on your feedback! More Drivers keep asking for extra money!
Is this becoming a norm in India? You aggressively go after the Customers for Business using the Technology and connectivity that is available. But you don’t use the same technology for taking care of your Customers?
You give your Executives such an aggressive target that they go after the Customer as if it is a bounty hunt!
Whoever is designing the Customer service in these companies and many more are getting it totally wrong! Customers will respond and dump these companies!
Among these bad examples, there are a few good examples too.
Anandaas Restaurant, Coimbatore
This restaurant genuinely cares about its’ customers. The whole Owner family including the 80 year old Patriarch are in their Restaurants. Talking to the Customers while they are in the restaurant. There are always enough Executives around to talk to the Customers and keep servicing them. The restaurant is always innovative with their menu. They keep bringing special items on the weekends.
As the restaurant is a good one, the crowd is always heavy. But the restaurant’s service speed is very good. With this they try to minimize the waiting time of the Customer.
They are truly focused on the Customers. They don’t harass us with the phone calls for feedback! They make sure they give good service by interacting with us while at the Restaurant.
Invest into the relationship with the Customer
Companies need to shift their focus on to medium / long term. They need to invest into their relationship with the Customers. They should not treat the Customers as Cows that should be milked continuously without taking care of them.
The Targets to employees in the Companies have to be refocused. The focus should be more on the relationship and service to the Customers and less on the immediate results. They should believe that if they maintain good relationship with the customers, they customers will keep coming back to them for all their needs.
Look at everything from Customer point of view: Companies need to learn to look at everything from Customer Point of view. Improve your service to Customers on every touch point. Eg. ICICI Bank gave us trouble on several specific services. When I wanted to pay my Brother’s travel in foreign exchange (as he had come to conduct a Training program for my company), they harassed me a lot. Finally, I had to fight with the Executive concerned to get it done. This is just one example. Companies have to understand the Customer point of view. They may respectfully disagree. But they have to understand first.
Launch more services for the Customers: Measure yourself with the number of services that you launch for your Customers and how simple are the services that you already have for Customers. Eg. ICICI Bank shows a lot of aggression in terms of following up with the customers for more Business. I cannot see the same aggression in solving my problems.
Have personal touch: Amidst all the rules of your Company, still have personal touch with the Customers. Eg. I keep asking the Volkswagen Dealer that I am having bad experience with the Vento car. If he takes out the expense that I had with the Car and tries to explain to me as to why I have spent more money on my car, It will help me a lot. Right now he never listens to me on this. He is just worried about the current bill.
In Banks, today there are Customer Relationship Managers. You would think they have your interests at their heart! This is another designation for asking for more Deposits! I was very disappointed to be fooled!!
Companies should believe that their true service will bring them the Business. They need to believe in this fact.
I have spoken about few specific companies in this article. If anyone from these companies are reading this article and stung by the criticism, they are more than welcome to engage with me. But not for more Business!! I am willing to speak to them if someone senior approaches me and proves to me that they are willing to learn! Otherwise, don’t bother to call me!
I hope Companies would Learn the true definition of Customer Service!! Otherwise they will disappear from the Business map sooner than later!