I went to Skylight Laundry tonight in Champaign to do my laundry. As I walked in, the lights were off and I had a hard time seeing the laundry machine. I put up with the lack of light because I just wanted to get my laundry done, and get out of there. However, I really went over the edge when four consecutive machines ate my quarters. “WTF”, I uttered to myself, as I dragged my laundry out of there to the car. “It’s incredibly frustrating”, I thought to myself, “that this machine worked fine last week, and now it’s broken.” I left to search for a different laundromat. (Note: I didn’t include any location information or details, because I don’t want to abet you in finding this hole in the wall. Go somewhere else.)
My experience reminded me of a recent article I’d read about Dell, the computer company. The business, started out of its founder’s UT Austin dorm room, has grown into a monolithic titan of procurement prowess. Dell’s storied application of “just in time” inventory management has made them the darling of manufacturing companies from San Francisco to Shanghai. A few years ago, they basically had the entire global PC market under their thumb, but they messed up along the way. Either way, I’m pretty sure MBA students everywhere are thinking about starting the next little Dell, complete with global sourcing and JIT procurement, while drinking their Starbucks coffee and compulsively checking their Crackberries. But I digress.
Dell has a problem, and it’s the sort of little problem that will compound into a bigger and bigger problem over time, if they don’t deal with it. According to Consumerist, the problem is that “Dell’s Website Prices Are Based On Caprice And Whimsy.” (To be fair, Joel Spolsky wrote about it first, but the phrase caprice and whimsy has a nice ring to it. :)) Although inconsistent pricing is bad in its own right, the even-higher-level problem, the real issue, is a top-to-bottom lack of attention to consumer experience. To the customer, it feels as though there is absolutely nobody in the entire organization that gives a damn about whether customers enjoy the experience the company provides, leading them to invent all sorts of explanations ranging from “I’m having a bad day” to “there are little demons out there trying to screw me over”. I know, because I see it all the time when non-experts use computers, and like my dad, they can’t figure out why they must read boxes full of deliberately obfuscated, curvy text to do completely pedestrian things, like ordering movie tickets online. Accenture writes:
Most companies realize that customer experience is critical to their success. Many have done a good job of theoretically defining a branded customer experience for their organization. However, in Accenture’s experience, many companies run into trouble putting the branded customer experience into practice—a puzzle that leading companies have solved to their benefit. By learning from these masters, other companies can develop the capabilities and the commitment required to turn their customers into advocates, and keep them coming back for more.
The lack of attention to customer experience leads to situations where users “press the same buttons” but get different responses, leading to learned helplessness, and ultimately depression and despair. Learned helplessness, depression, and despair aren’t the kind of words I would want associated with my company.
As I left Skylight, I was in a very foul mood because the caprice and whimsy of the laundry machine has frustrated me. But this story has a happy ending, because Stephanie helped me find Courtesy Cleaning Center, in Urbana. The minute I walked in the door of this place, I felt like I was in laundry heaven. With free coffee, tables and chairs, working laundry machines, working overhead lights, and free 802.11, I would have been happy to pay $5 to wash my clothes. At the end of the day, the place with the superior experience gets my dollar, because I don’t want to be depressed. I just want to do my laundry so I can go shopping and get some sleep.