My Multichannel Customer Experience Experiment

I’d like to let you in on my planned, non-scientific experiment (no animals or humans will be injured J). I hope you’ll enjoy watching this unfold.

In early January I had one of the most challenging travel weeks that I’ve had in a long time. Snow, ice, cold, all contributed to a series of missed flights, reroutes, and lost luggage. Now mind you, I travel enough each year to go around the world around seven times. I’m a million-miler and proudly carry my Diamond Medallion card like a badge of honor. So, I’m no travel wimp!

During my January travel troubles, I thought overall Delta provided great service. That said, over the space of the week I had good experiences and bad experiences. This got me to thinking…

Here’s the two-part experiment I’m going to conduct. Next week, as close together as I can, I’m going to send an email, launch a tweet, initiate a chat, and place a call into the service desk, all as part of my “desire to share my compliments for the great job Delta did” (I’ll cite specific examples). I’ll be sure I label my communications as a “service compliment.”

Then three days later I’ll do the same thing. Only this time it will be to “voice my complaint” (again citing a specific example). I’ll label this set of communications as a “service complaint.”

My plan is to document everything: who responded; how long did the response take; what was the action taken; etc.

My hope is that my experiment will show some distinctions between the various communications channels, as well as to show the difference in response to a compliment vs. a complaint.

Now I understand that my sample size of one won’t make my experiment statistically correct, but a look at the multichannel practices of the world’s largest airline should give us some insight.

Watch this blog next week for the start to the experiment. Oh yeah, and if you have a suggestion on how to add-to, or improve, the plan, send me your comments.

Joe Staples — chief waiting to see what we learn officer