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As a result, customers are given inaccurate information that may be out of date or inappropriate to their situations.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

Computer says no Data protection Designworks Ella Bache Little Britain Phil Durand Presto Salary

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]