Reward Programs

On my to-do list today was a couple of calls into Customer Service lines for reward programs. Reward programs themselves are a CRM initiative. Designed to increase the buy-in that customers have with a specific brand and reward them with incentives and free stuff when and if they are eligible, they are standard practice amongst a number of industries (travel, banking, retail)

As a CRM and Customer Experience Professional I look at these interactions as ways to learn more about the different technologies and processes companies have in place to engage their clients. As a mid-tier member (by their ranking) with each company I was interested to see what they had in store for me.

With Company A I had redeemed some points for a weekend trip and needed to make a change to the flights. I called their 1-800 number and was asked to authenticate myself by saying my program ID (they had previously recorded my voice in an earlier call).

After 3 unsuccessful tries they program was unable to verify who I was. I was encouraged to either a) call back at a later time b) visit their web site or c) press 0 to speak with a representative. I choose c and started waiting.

While waiting I was on Company B's website and simply needed to change my mailing address (moved a while ago, but never changed my address with them) and noticed a click to chat button on the website. This allowed me to open a window in my browser and chat with a customer service rep.

After providing some identifying information the rep I was chatting with was able to quickly and easily update my information, send me a new card and make me a promotional offer for a new service - all within 4 minutes. Thanking them for their help - and declining the offer - I closed the window and put my attention back to waiting for Company A.

A rep from Company A got to my call after an 8 minute wait - which is an eternity. They were able to process my request and get me off the phone after another 3 minutes.

I recognize that there is limited revenue opportunity for these types of calls and as such these centres are viewed as a cost centre. If reward companies are going to provide rewards and recognize clients they should ensure that their loyal clients are treated in a fair and timely manner, otherwise the rewards become hassles - not benefits.

Having voice-authentication and bio-metrics in place for a call centre is great - if it works. Company A (and others) should look at less expensive and easier ways to interact with the clients to provide the most effective and consistent experience to reward their customer further. Going through repeated tries with a technology is expensive and frustrating for all involved.

Company B should look to expand their click to chat program to move the chat to an actually voice conversation if further interaction required.