Be your own customer

It’s so easy to think you know what your customer experience is like.

Whether you sell a piece of software, you run a government department, or you’re putting on an event, it’s all too easy to think you’ve catered to your customer’s needs.

But we are all customers. And we know how many businesses don’t cater to our needs.

Today I had to go to the passport office in London.

I had an email to the head to the apartment office – it told me I had an appointment to collect my passport at a specific time, and to get there no earlier than 10 minutes before my appointment, and obviously no later.

But upon arrival, I found there were two entrances – one for “appointments” and one for “collections”. Where does one go for an appointment to collect their passport? For those waiting in suspense, the answer, apparently, is collections.

The whole situation made me realise – it’s so obvious in my shoes how this could be improved. But within the organisation – especially one as complex as the UK passport office – I assume nothing is obvious or easy.

I would imagine very few people speak to each other between departments, and I would imagine it’s a rarity that anyone who can impact the situation ever experiences the flow from a customer’s perspective.

The same concept applies to almost every business – at your event, is the agenda clear upon arrival? In your cafe, is it clear where the restroom is? In your restaurant, do you sit at a table or wait to be seated? When you sign up for your software product, is it clear what you should do first to get value?

It’s not hard to know what your customer experience is like, but it’s very easy to think you know it.

Try being your own customer today and see what you find – you’ll be glad you did!

James Gill

CEO and co-founder of GoSquared.

London, UK