I’ve been a President’s Choice MasterCard customer for a long time. I’ve been an e-Statement customer from pretty much the day they offered the service.
At the beginning of the month they changed their website (and my guess is likely their provider). Here’s what they did wrong.
1 – They didn’t send out a specific “hey we’re changing our systems so here’s what you need to know” email. Instead they tagged it onto the end of a notification I used to receive which let me know that my statement is available to view. Problem? Those are a reminder email, which means that most customers don’t read them. I got my notification and assumed that everything was status quo. You need to understand how customers use your system and behave and build accordingly.
2 – They didn’t import notification/alert preferences into the new system, so I never received the alert that reminds me that my payment is due. Ergo, my payment was late. Yeah, yeah, yeah I know – as a customer I have a responsibility to check and stay on top of things. However, when you train your customers to look when they receive a notification email that their payment is due and then you stop those emails without warning, what did you expect was going to happen?
3 – You didn’t port my account information over. I had an account on the old system, so why did I need to create an account on the new system? If you wanted me to update my password to meet your new/stronger criteria, then you could have just had me do that. Really, I consider this a standard part of any upgrade – as a business, you need to make sure that people are moved over. Think “seamless” and then act on it.
4 – Make sure to label fields well & specifically. For example, I had an account on the old system so I assumed that I needed to fill out the section that said “re-register / already enrolled”. Not exactly. It turns out that I needed to create a new account, entirely from scratch. I needed the “need to enroll” option. Again, how would I have known that?
5 – Example two for labeling fields correctly. They asked for the name on my card. Normally when I see that field on the interwebs I type in “Jana LastName”. The actual name on my card is something more like “Ms Jana LastName”. Small difference, but different nonetheless. Not necessarily a big deal except for the fact that I’ve never once had a transaction declined because my name doesn’t match which has trained me to think that the first way is fine. Lesson? If you want things to match specifically, give detailed examples. If there is a reasonable expectation that something different will work (especially based on typical transactions) then either a) accept the common variants, or b) let me know exactly what to do. Don’t just block the transaction and make me call your call centre.
6 – Don’t ask stupid security questions. These need to be uber, uber specific. Remember that I likely won’t come across these until six months, a year, or more down the road. If there is any wiggle room about my answer then I will get it wrong. Which means that I’ll have to call you – costing you money and pissing me off. Here is an example of one of the really stupid questions: “What is your pet’s name?” Which one? I have multiple pets. What happens if my pet dies between now and when I have to use this question?
This is bad execution.
I wish that companies understood that bad execution slowly erodes our trust that they are looking out for us, that they can do their job well, that we should trust them. Usability matters. Your customers’ expectations matter. Doing your job well matters.