“Computer Says No”: Dealing With Big Data The Little Britain Way

“Computer Says No”: Dealing With Big Data The Little Britain Way
SHARE
THIS



In this guest post, Phil Durand (pictured below), director of customer experience (CX) management at Confirmit, explains how organisations can re-program their CX to make the computer say ‘yes’ instead of ‘no’.

Phil Durand

We have all been there – that frustrating moment when an operator consulting their organisation’s computer system informs you that a service or product you want to purchase is inexplicably unobtainable – even when you know and they know and they know you know it should be.

‘Computer says no’ has become a popular meme to denote inflexible customer service from organisations which base their responses to client requests purely on information stored electronically, even if it is clearly incorrect or incomplete.

The Little Britain sketch became an instant classic because so many of us could relate to it.

The ‘computer says no’ attitude is particularly prevalent in organisations that demand staff ignore their own judgement and common sense to stick to a set script or process with little care for customer service.

Unfortunately, larger organisations with the best of intentions can also be tarred with this unhelpful brush due to internal silos that isolate data and prevent the delivery of a comprehensive customer experience.

These distinct departments – often with disparate computer systems – are unable or unwilling to integrate their data so that it is up-to-the-minute accurate and easily accessible by all.

As a result, customers are given inaccurate information that may be out of date or inappropriate to their situations.

Individually, each department may be performing optimally and hitting its targets, which can be deceptive to upper-management.

However, a broader view of the entire organisation would reveal untapped opportunities that a cohesive customer experience technology would be able to unblock.

Often, it is only the customer who can see this broader view, and it is not an attractive one.

“The left hand doesn’t know what the right hand is doing… both hands are charming but they’ve never met.”

That is a real quote from a client, and I’ve never forgotten it because it summed up their situation perfectly.

Most frustratingly, the customer experience may purportedly be a priority throughout the organisation – through all these disparate divisions and their silos.

Because CX, in its most literal form, belongs everywhere, all the time.

But it is just not being realised where it matters most – the customer.

Does your computer say ‘no’ or ‘yes, yes, yes’?

There’s a well-known story about President John F. Kennedy visiting NASA headquarters for the first time.

While touring the facility, he introduced himself to a janitor sweeping the floor and asked him what he did at NASA.

The janitor replied: “I’m helping put a man on the moon!”

No matter how remote or small his job might be, he considered himself to be part of the much larger picture, contributing to a great common goal.

If the people within your organisation can enunciate a common goal, like NASA’s famous janitor, you are doing well.

If not, what are the warning signs that your company is not as cohesive as it should be?

Often the first hint of a problem is from good old-fashioned feedback.

Be it via an angry phone call or letter or, as is more likely nowadays, a social media post, feedback or ‘reviews’ are a vital channel to find out how your company is perceived by your clients.

It might not always be nice to hear but how many times do your customers and frontline people tell you about the process hindering the progress, rather than enabling it?

This is a valuable opportunity to use feedback as a guide to the areas where you could re-program your CX to make the computer say ‘yes’ instead of ‘no’.

Sometimes the process is there for a very good reason, but that doesn’t mean it needs to feel frustrating for those who follow it, staff and customers alike.

We also live in an age where companies grow by acquisition and many use outsourced systems and partners to support their business.

In both cases, this can mean the systems and process needed to support the customer aren’t as joined up as they could be otherwise.

Again, this is part of commercial reality and it is not going away – so how do we deal with it?

Map out the gaps

First, before you start collecting even more data, it is important to stop and plan to ensure the right information is being gathered.

That means you need to define what you are trying to achieve with your CX data by identifying the success criteria.

And rather than trying to achieve everything instantly, the most successful programs tend to be deployed in planned, achievable phases that will allow success early to help you secure organizational buy in and support.

One way to do this is to create a map for how and where you collect CX data.

The most logical method is to build a modular, stepped approach:

  • Know what actions/objectives you are trying to achieve.
  • Know which pieces of data you need to do this.
  • Know where this CX data comes from.
  • Then see if there are gaps in your knowledge base.

This is when you use your feedback channels to spot the points of frustration.

If you can fix the root causes right away, great!

But more often it’s a case of easing over the cracks to make life less painful until you can deal with the deeper issues.

Either way, work on making things easier for everyone.

Of course, there will be limits to what is possible at times, but we should not ignore those cries for help.

Please login with linkedin to comment

Latest News

Projucer Unveils Content Production Slate For 2018
  • Media

Projucer Unveils Content Production Slate For 2018

Australia’s purveyor of original programming, Projucer, has announced an array of new multi-platform TV shows, digital content and exponential production studio growth. From Jack Stein (yes, Rick Stein’s son) taking British cuisine across 10 different countries on Inside the Box, to a Veterinarian operating out of the remote Western Australian desert for Desert Vet, Projucer […]

Blue 449’s Sonia Pitchuev Recognised In Google’s Performance Honours Comp
  • Advertising
  • Media

Blue 449’s Sonia Pitchuev Recognised In Google’s Performance Honours Comp

Blue 449 is celebrating Sonia Pitchuev’s recognition in the Megastar category of the Google Performance Honours. Google Performance Honours is a competition aimed at spotlighting our next media superstars and highlighting the online campaign work by agencies across Australia and New Zealand. Each individual competes on their own merits by submitting a case study of […]

Salesforce Launches Data Studio With Southern Cross Austereo & Mamamia
  • Marketing

Salesforce Launches Data Studio With Southern Cross Austereo & Mamamia

Salesforce has announced the launch of a data sharing platform with partners Southern Cross Austereo (SCA) and Mamamia designed to connect data owners with buyers and create new marketing opportunities for audience discovery, sharing and activation. Part of the Salesforce Marketing Cloud, Salesforce Data Studio enables marketers to expand targeted reach with valuable audiences, provides […]

Pedestrian.tv Partners With Domain To Launch Home Content Vertical
  • Media

Pedestrian.tv Partners With Domain To Launch Home Content Vertical

Aussie youth-focused publication Pedestrian.tv has bolstered its lifestyle offering with the launch of its Home vertical, with Domain signing on as launch partner. Pedestrian Home will deliver content focused on homewares, hacks for sprucing up your space, a peep inside the amazing homes of well-known Aussies, as well as covering the real estate news and […]

Zenith Makes Two Senior Appointments
  • Advertising
  • Media

Zenith Makes Two Senior Appointments

Kylie Sneddon & Mark Johnson stamped Zenith 'movers & shakers' after promotion. Not like to their forehead or anything.

Photoplay Signs Director Frazer Bailey
  • Media

Photoplay Signs Director Frazer Bailey

Boutique production company Photoplay has announced the signing of award-winning comedy performance director Frazer Bailey for representation in Australia and New Zealand. Bailey won Gold for Direction at the BADC Awards for the hilarious Air Asia escapism campaign ‘Come Back Refreshed’ via Publicis and Silver for Millionaire’s Run ‘Prince of Nigeria’ through Brainheart. He has […]

Cornerstone OnDemand Appoints FORWARD Agency As PR Partner
  • Marketing

Cornerstone OnDemand Appoints FORWARD Agency As PR Partner

FORWARD Agency announced that they have been appointed by Cornerstone OnDemand as its PR agency of record for Australia and New Zealand. Cornerstone provides cloud-based human capital management software to help organisations realise the potential of the modern workforce. The appointment will see FORWARD working across all of Cornerstone OnDemand’s PR activities, including media relations, […]

Brisbane Agency P4 Group Celebrates Growth With A Rebrand
  • Marketing

Brisbane Agency P4 Group Celebrates Growth With A Rebrand

Brisbane-based PR and marketing agency P4 Group has today launched a new look and feel to align with its recent growth, with its team and client base almost doubling in the past year. Expanding its service offering to genuinely deliver on the integrated agency promise, P4 Group has grown its team of 15 to 26 […]

Retail Software Player Vend Moves Into AI As Part Of Platform Revamp
  • Marketing
  • Technology

Retail Software Player Vend Moves Into AI As Part Of Platform Revamp

Point-of-sale (POS) retail software company Vend has taken its first steps into AI to help retailers grow and compete as part of a major platform refresh. Dott aims to help retailers make better decisions about their stores and how to grow, bringing the much talked-about promise of AI to life for retail. Neither male nor […]

Enough With Your Shitty Videos Already
  • Opinion

Enough With Your Shitty Videos Already

Is a cat wearing a party hat filmed on your phone the extent of your video production? Read this for all our sakes.

Opinion

by B&T Magazine

B&T Magazine
Bauer’s Christian Fricke Resigns As MD Of Xcel Media
  • Media

Bauer’s Christian Fricke Resigns As MD Of Xcel Media

Further to today’s news that Bauer Media will close three of its magazine titles, the publisher has announced the resignation of Christian Fricke, managing director of Bauer Xcel Media. According to a statement sent to media, Fricke, who had been in the role a mere 18 months, will return to Germany for family reasons. Commenting on Fricke’s departure, Bauer Media […]

Former Aussie Cricket Captain and photography enthusiast Steve Waugh for SnapSydney.  Picture: John Appleyard
  • Campaigns
  • Media

News Corp Expands ‘Snap Australia’ Campaign To Regional Titles

News Corp’s award-winning Community Media’s ‘Snap Australia’ campaign continues to build momentum. ‘Snap Australia’ is a social media movement that celebrates what Aussies love about where they live. The feel-good factor of the initiative has extended into each capital city and into News Regional Media, with an additional 18 regional publications joining the initiative. Today […]

Virgin, Yellow Brick Road & GoSwitch Flock To Sports Content Platform PlayersVoice
  • Marketing
  • Media

Virgin, Yellow Brick Road & GoSwitch Flock To Sports Content Platform PlayersVoice

Six weeks after its launch, sports content platform PlayersVoice is winning the hearts and minds of consumers and brands. Established as a platform for rich and raw first-person sports storytelling, PlayersVoice has created an environment where elite sportspeople feel comfortable sharing their thoughts, hopes, dreams and fears, shining a light on ‘The Human Behind the […]

Red Agency Grows Partnership With The Whiddon Group
  • Marketing

Red Agency Grows Partnership With The Whiddon Group

NSW aged care specialists The Whiddon Group – a longstanding PR and social client of Red Agency – have widened their remit to include content, paid social and SEO in line with the evolution of the aged care sector. Whiddon, which celebrates its 70th birthday this year, delivers care services that enable quality of life […]

Image lead story Toby’s Estate Taps Influencers To Launch First Concept Coffee Range
  • Campaigns
  • Marketing

Toby’s Estate Taps Influencers To Launch First Concept Coffee Range

Toby’s Estate Coffee Roasters has launched its first ever concept coffee range – the Underdog Series. The series shines a spotlight on the world’s relatively unknown, but emerging specialty coffee producing regions. The Australian business leads the local market in selling specialty coffee from regions including Uganda, Malawi, Mexico and Myanmar. For the first time, […]

Image lead story Our Revolution Shows Off Packaging For New Smallgoods Player The Smokeman Brothers
  • Marketing

Our Revolution Shows Off Packaging For New Smallgoods Player The Smokeman Brothers

Locally-sourced Australian brand The Smokeman Brothers, has hit shelves with packaging mastered by independent creative agency Our Revolution. The Smokeman Brothers is different to your average deli meat. It is a range of premium crafted meats, made in Australia, and authentically smoked using sustainable timber sourced from the Victorian Highlands and The Riverina regions. Our […]

Yarra Trams & Icon Agency Introduce ‘Tram Coach’ For New Passenger Safety Campaign
  • Advertising
  • Campaigns

Yarra Trams & Icon Agency Introduce ‘Tram Coach’ For New Passenger Safety Campaign

Yarra Trams has appointed Icon Agency to deliver a new passenger safety campaign, following a competitive three-way pitch. The campaign aims to reduce the incidence of slips, trips and falls on trams via Melbourne’s latest safety ambassador, ‘Tram Coach’. Commencing today, Tram Coach will be travelling the Yarra Trams network throughout the week. His mission […]

The Red Republic Appoints New General Manager
  • Marketing

The Red Republic Appoints New General Manager

The Red Republic has strengthened its management team with the appointment of Mai Aristoteli (pictured above) as general manager. Aristoteli joins The Red Republic from Talk PR in London, where she has worked for nine years as a board director. The appointment of Aristoteli follows The Red Republic managing director Lynn Mooney’s relocation to head-up […]

PR Deadlines Inks Deal With GlobalCom PR Network
  • Marketing

PR Deadlines Inks Deal With GlobalCom PR Network

Sydney-based agency PR Deadlines has extended its global reach after inking a partnership agreement with the GlobalCom PR Network. The agreement gives PR Deadlines’ clients access to some 70 independent agencies covering all European Union states, as well as 60 more in countries worldwide. In turn, clients of affiliated agencies will have access to PR […]

Fintech Start-up InstaReM Names Aussie Cricketer Matthew Wade As Brand Ambassador
  • Marketing

Fintech Start-up InstaReM Names Aussie Cricketer Matthew Wade As Brand Ambassador

InstaReM, which offers international money transfers to individuals and businesses, has signed on Australian wicketkeeper Matthew Wade as the sports face of the brand. InstaReM lists Australia as its founding market, having begun life here in 2014. Since the company’s modest start in Australia, InstaReM has since successfully spread its wings to other corridors by […]

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?
  • Marketing
  • Opinion

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?

As Australia continues to grow and the population becomes more ethnically diverse, it is important that marketers ensure digital environments are more inclusive, especially for those who don’t speak English as a first language, writes Siteimprove’s Haley Doel (pictured below). Having a readable and accessible website is no longer just a high priority for large […]

Opinion

by B&T Magazine

B&T Magazine
Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign
  • Advertising
  • Campaigns

Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign

Pepsi MAX has partnered with PHD and Time Out to not only inspire Australians, but also enhance their ability to ‘MAX’ out their summer this year. Through the use of a live dynamic data feed, consumers will be served ads by the brand on events taking place around them that are relevant to their personal […]