I’m a customer with a problem looking for an answer online, but not necessarily knowing the question to ask, nor the language (jargon) to use, nor the most effective channel by which to ask the question.

I’m a company with an answer, but not knowing how you will ask your question, nor the language you will use, nor communicating to you the best channel by which to ask the question (that you don’t know how to ask).

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I’m a customer who asks a question with a single word or two words or three words.

I’m a company who provides an answer based on a proper question using keywords or phrases that I have defined.

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I’m a customer who expects you [the company] to provide me with an answer to my problem.

I’m a customer who expects you to understand my problem.

I’m a customer who expects you to understand the language I use to describe my problem.

I’m a customer who expects…

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I’m a company who assumes you’ve got a problem.

I’m a company who assumes you understand how to use the IVR I provide, the contact us email form, the online help and support section of the web site, the call centre, the Twitter channel…

I’m a company who assumes you know which channel to use to ask your question: phone, email, Twitter, online help section, web chat, forums…

I’m a company who assumes…

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I’m a customer who expects to get the least from the experience.

I’m a company who assumes we will deliver the most from the experience.

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I’m a customer who wants the answer now, within minutes, no fuss, no hassle, right first time.

I expect you to understand me, to understand my problem, to understand my frustration.

Simply ‘to understand’.

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I’m a company who wants you to fill out my web form, who wants you to complete my DPA or FSA requirements (I’m acting in your interests!), persevere with my IVR, find your way around my help and support section.

I’m a company who knows that if you fill out the web form correctly you will get your answer more quickly. But I’m also a company that doesn’t explain any of this. I don’t tell you which channel to use depending on what your problem is. I don’t tell you why I need your full name, address, post code, name of your bank or the answer to your security question.

I’m a company who assumes that you will think like me, get into my head, understand my logic of why I have organised my online help in that way, used the words (jargon?) that I have.

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I’m a customer who is frustrated, annoyed, angry, pissed off, incredulous…

I’m a customer with better things to do.

I’m a customer with only a few minutes to talk.

But I seek your attention.

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I’m a company with set procedures and processes.

I’m a company with policies, guidelines, a bottom line to meet, SLAs to hit.

I’m a company who neutralises customers. I don’t think about your needs or emotions.

But I seek your approval.

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I’m a customer who expects…

I’m a company who assumes…

… actually we just need to talk.

To stop expecting. To stop assuming.

To start working together to define an online help and support experience that meets and even exceeds your expectations, whilst explaining and overcoming my assumptions. Perhaps it can be a little bit more science than luck!

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