notes and views on crm, social media, and the human side of information technology

The Worst Customer Experience, Ever

McDonald’s is a relic. No, this isn’t going to be one of those posts; I have no philosophical objections to a hamburger. What I am saying is: in an era of increasing personalization of customer relationships, a joint where they treat you like they just met you even when you’ve been picking your morning latte there for 3 months now is, well, an anachronism.

And it’s not just about McDonald’s, mind you. Unfortunately, Central Europe doesn’t enjoy healthy competition among fast-food chains - but that’s beside the point.

Paul Greenberg has recently detailed his torturous experience with DirecTV’s “service” departments (quotes fully justified). I haven’t had a similar encounter yet; what drives me insane, though, isn’t rudeness or incompetence - it’s the zombie-like dullness of everyday interactions that could have been just a bit pleasant, just a bit warmer, if either side managed a slight smile, or bothered to care at all.

And no, it’s not one of these “let’s just all get along” posts, either: even a pretense of interest, a calculated attempt at making the customer feel good so that he spends more, is better than the cold “you want it as a menu?” line they’ve been taught since I never order the menu. True, it’s the business model of Fast Food: the same experience for everybody everywhere; so forget McDonald’s and apply the story to whatever business interactions you’ve had recently: your cable company, bank, whatever. And tell me you don’t want them to know you.

 I knew you wouldn’t.

April 4, 2007 | Filed Under CRM 

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