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| Image from https://careers.goindigo.in/ifs.html |
While customer service essentially relates to addressing WHAT a customer wants (and maybe even going out of the way to address it), customer experience delves into WHY the customer wants what s/he wants. Understanding the WHY usually helps address the requirement better because it provides a context and often even involves understanding the emotional/unstated aspects of what the customer wants.
In a world which is increasingly process-driven, this human touch of understanding the 'WHY' often goes backstage and we have many a case of "operation successful, but patient dead".
It was a refreshing experience therefore, that I had on-board a recent flight with Indigo.
I had opted not to pre-purchase an in-flight meal and had purchased a sandwich at the airport food counter to eat on-board. I was mid-way through it in-flight, when the meal service commenced. I asked for a beverage. The airhostess asked what meal I'd like to purchase, to which I responded that I wanted only the beverage. Apparently the airline only sells beverages with a meal purchase. So I declined and settled for just water instead.
To my surprise, she placed a cup of chilled Coke along with the water. I looked up and thanked her and asked her how much I owed for the Coke. She waved me off and said since I was "already in the middle of a meal and obviously wanted a beverage to go with the meal" she didn't want to decline my request for a beverage and didn't want to charge me for a full meal+beverage when I was only taking the beverage.
It was her observation and comment about my being mid-way through my meal that came as a pleasant surprise to me.
Had she only served only water, I'd not have minded and not given it another thought. She was following airline policy (and even though it seems lopsided, I think I understand that they want to have enough beverages to cover passengers buying a meal).
Had she only served a complimentary Coke and left it at that, it might not have triggered this post - it would have just been a case of good customer service.
But when she said I was obviously asking for a beverage to go with the meal which I was already eating, I was impressed. It reflected a quick and subconscious thinking about WHY I asked for a beverage and not merely WHAT I had asked for.
It might come across as a trivial case of a complimentary beverage, but somehow to me, it was more than that. I think she was instinctively wired to handle the request the way she did. Her name was Sadguni and we need more such customer experience professionals.
May her ilk fly high.
Just like we now use "differently-abled", I think it's time we switch to "non-formal" instead of "unorganized". Hence, we would have "formal" and "non-formal" sectors of the economy. Not "organized" and "unorganized".
Of late, in Goa, a ton of roadside tender-coconut vendors have sprung up. It is interesting and ironic - but not surprising - that the vast majority of them are non-Goans ("outsiders" as many would like to call them). Earlier this month, the irony got really "nutty" (pun intended): the local Municipality wanted to put an end to sale of tender coconuts because disposal of the empty tender coconuts was becoming a problem.I say "irony" simply because we seem to be doing okay with collecting a ton of junk (literally) and the system of door-to-door collection of segregated garbage has stabilised fairly well and yet, here we are, suddenly unable to deal with refuse that is 100% bio-degradable and has been an integral part of the local ecosystem for generations. Not to mention that it's decomposition does not generate wet discharge or stench like other wet waste. Certainly, it is bulky and adds weight, but so does all the other garbage we are disposing off.
In response, a meeting with held between the vendors and the Municipality. It doesn't matter who convened the meeting. The point is, in a matter of days, a mutually acceptable solution was found and the vendors were back in business. No riots, no demonstrations, no political slugfests. At least nothing in public view.
I noticed that they all now displayed a board that requested customers who take "parcels" not to dispose off the waste in the municipal collection but to bring it back to them. Moreover, they were all having boards that had the exact same size, style and matter.My curiosity got the better of me, so this evening when I went to purchase tender coconuts, I had a little chat with the guy I usually buy it from.
What I learnt, astounded me:
I walked away feeling incompetent.
This isn't restricted to the tender-coconut vendors alone - these basic tenets of courage, perseverance, risk-taking and jumping-in against all odds extends to many of the roadside vendors and other players in the non-formal ecosystem that we see.
Woe betide the next person who says they belong to the "unorganized" sector.
The spirit of these folks astounds me. This isn't jugaad - this is just dogged perseverance. This is the spirit of Indian entrepreneurship.
Jai Hind!