witty words to start with: apps are all the rage. For example, in January, the word "App" is selected on the (American) word of the year . And shows access to apps on the "eco-systems" of the operating platforms Android, iPhone and Microsoft Windows Mobile for phone manufacturers and mobile operators are important, including yesterday's announcement by Nokia . Said Nokia does not own the Symbian operating system developed since the possibilities the system are limited. Very enlightening in this context, the "fiery speech " Nokia CEO Stephen Elop, who called on Wednesday its consolidated due to the lack of sexy devices as "burning oil platform . In this context, one (again) Thanks to Pierre-Luc, without me this article had nearly slipped through their fingers.
So, apps are important. But, how can you use as an enterprise apps on the customer interface? And what mistakes should you avoid? A small customer experience with the SBB me these questions answered to a large extent.
CRM experience of 2010: Without power, but with ticket on the iPhone and the meeting with a conductor of the SBB
Without question, apps are hip. Each company tries to bring its content to iPhone and Co. and the words in full awareness of the customers to put down even better. Apps are thus a way to interact with the customer, or even more, to identify it. Unfortunately, it should be, if one of its customers offering an App to know how this offer is changing the expectations of customers to the company. And can meet those expectations, too.
The bad example in this case, the SBB . Thus, the SBB in 2010, buying a billet of your iPhone App have made. Obviously, to the purchasing works easily and smoothly. But by purchasing the SBB expects its customers that it is in detail with some very different business conditions than deals with the paper ticket and serious disadvantages in your portfolio. A few examples are solved
- The ticket must be before it starts, or is not valid. If no network connection there, or does the train during the download process, it may happen that the conductor the ticket accepted. Lovely, too, if the train is late and the ticket is not accepted because it AFTER the official departure time was solved.
- If you drive do not indicate the same calendar day and load them back you have to buy two separate tickets mandatory for every day. On these facts point towards the SBB first since November. While which was allowed to any customer who did not buy a new return ticket.
- Is a way of electricity, is one black driver, and treated as such.
Well, if you then have a bad day, as conductor Lanera at 18.12. and the German customer Hafner hits, the 5 minutes before the power was assumed on the iPhone, it `s probably seems loud. In any case, we may then clearly proclaimed in the SBB train: "I've had enough" and the guest show, according to a black driver until it is forced to look to pay the full fare again, so that the conductor ends, other guests, in discussions me included. On the (written) complaint on my part I replied on 22.12. the service of St. Gallen in the form of Mr. Wiedmer:
" Thank you for your e-mail.'s Great that you are with us in 1st class and go to" SBB Mobile "from the" App Store " use regret. We also their anger on the one hand about the conditions of use of mobile tickets and in this context, on the other hand, about the meeting with one of our guard. For this we apologize.
are mobile tickets, like all other tickets also completely visible and legible vorzuweisen our control staff. If this is the case, Mobile Tickets are valid for travel and will not be refunded. In such cases, we treat our customers the same as those with a "normal" (lack of) paper tickets. The relevant information can be found here: http://mct.sbb.ch/mct/reisemarkt/billette/mobile-ticket.htm
The ability to present it under the travel tickets is also available in the printed (online) tickets not. Only forgotten personal customer cards (Half-fare, General season) can subsequently be presented at a cost to our retailers.
We expect our employees to be competent, friendly and helpful manner with our customers. The behavior you described does not correspond to these expectations and we have therefore your feedback to the supervisor asked the affected employees. He confirmed that they had an altercation with our employees around the electroless iPhone and its call for a ticket purchase (with his reference to the terms and conditions) would not accept. On the situation on the platform: Our staff has but with a work colleague to talk about a client, shown here, but neither you nor to insult you.
you publish as you mentioned publication with full attribution of all parties, we are on our Legal services appropriate action check. .
We hope that despite this incident, we again welcome in one of our trains and wish you a pleasant journey "
Conclusion: The App the SBB facilitates your life and not the related processes and employee behavior are not aligned to a 1to1 business, although such EASILY could. If the customer demand its expectations, it will be abused. If he publication of the facts is in prospect, he is threatened with legal services. Since mine is a warm smell, and I have a company that its customers seriously, so little can also take difficult seriously, here are some thoughts to ponder for the SBB :
- How easy it is to please, the next day a valid ticket be presented with the corresponding time stamp on the switch when the unit has power again? With half / GA is that and this process has been around. With a reader at the station, one would not even provide staff.
- How easy it is please in a friendly as a guest conductor on set that pays at least in the first class the normal fare and it is in respect of each trip to the most profitable guests? And perhaps also not particularly happy with the lack of electricity on the iPhone, the problem has been solved within five minutes.
Conclusion: The use of modern apps will change in many cases the business model. Companies deal with this change in part to much too careless. Suddenly, the anonymous customer no longer anonymous and you can be Acts much better analyze and influence. But this advantage also changes the requirements of the customer. He knows that it has new information on him and calls for an adequate treatment by the organization and employees.
CRM study on this topic: Qualcomm, "Going beyond an Application store"
smartphones are especially in Switzerland strongly on the rise. In no other country in the world, the iPhone is relative to the population represented less frequently. Consequently, in recent months is much discussed how apps on-or off-target group should be available. In this context, have the company's experts Qualcomm out that:
- 63% of mobile users would spend more time accessing online information or would purchase more content if it were personalized and easier to find.
- 80% of users reported experiencing a problem obtaining content on their mobile handsets.
- 58% of users believe it is important that their content moves with them, regardless of their mobile device.
it is certain that it applies to the company to provide the main access to the desired content easily at hand. Thus, for example is access to social networks like Facebook high on the list of most used applications of the most important smartphone.
Finally: How to do it right - as the French insurer Groupama it creates a mobile service App to generate added value:
the following video review I found on the Blog "inside CTI" . So cool. You have to connect to the provider as a customer at a click, see how long you can wait and may also switch to self-service on the Internet. But self-service and service communities on the web, I'll tell another time ..
(c) by the Institute of Customer Competencies 
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