CRM: experience management

1 06 2008

I just cancelled my motorbike insurance having sold my RT1150. I was insured with Bennet’s who have been pretty good and handled my claim really well when someone pulled out in front of me and wrecked my previous bike (now being slowly (very) rebuilt in my garage). The experience I just had though made me wonder. It wasn’t bad, it was simply frustrating that their systems worked as they did.

I called up and cancelled the policy and on the phone the very nice lady told me I might receive a few reminders but not too worry about these as my policy was cancelled. So I wasn’t surprised when the first reminder arrived although the wording really annoyed me. It said words to the effect that “as I hadn’t been in contact my policy was not being renewed”. So it was my fault then. I hadn’t been in contact so tough on me.

Despite the warning from the “very nice lady” from Bennett’s I called again to make sure the contact I had made had been registered. You might ask “why bother” which is fair enough. The policy had been cancelled and I had nothing to gain - the danger of automatic renewal didn’t exist. I called because I didn’t want to be remembered as someone who didn’t bother to get in touch. Stupid really, and I’m ‘in the business’.

I then got to thinking about how hard it must be for organisations like Bennett’s to connect their systems together. Presumably they don’t want to send out multiple and pointless letters that cost in processor time, postage and paper, and presumably they also don’t want to appear to be disconnected with their customers. Obviously it must be very hard then right? Well no I have been around technology long enough to know that it isn’t that hard and that even if they can’t afford it manual intervention would do the job perfectly adequately. It must therefore come down to some other reason - perhaps money?

Would it make me avoid selecting Bennett’s again? no probably not, they performed well enough and I have to believe that one day they will fix this system / process error. But how long will I be prepared to believe this before I decide that actually they really don’t care. I am not sure when that point will come, if ever, but what I am sure of is that Bennett’s have less idea than me.


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