Top 10 Most Annoying Customer Experiences
by Diana LaSalle

Technology has given us amazing tools to track and understand customers. But according to the only ones who count, the customer, we're still failing miserably to give them what they want. In fact, they say, the messages companies send through some experiences are anything but customer friendly. Here's a list of the top ten most annoying customer experiences along with the consumer's interpretation of them. The list was compiled from customer interviews, conference audiences and I admit some personal prejudice. It's intended to make us laugh at little, think a lot and hopefully encourage everyone to look closer at their own customer's experiences. I'm also taking suggestions for next year's list. E-mail what bugs your customer self the most to takethat@virtualtns.com. I'll unveil the list right here at a later date.

10. Merchandise You Can't Reach

I admit this is a pet peeve of mine and a whole slew of people who feel that what companies really are communicating is Short People Shouldn't Shop Here. What's more they don't just blame retailers for this. Manufacturers who allow their merchandise to be shelved in the stratosphere also get dinged. And as one customer said, no fair saying an "associate" will help. Most are nowhere to be found when you need them

9. Molded Plastic Packaging

While a variety of hard to open packaging is often mentioned, the one people love to hate the most is the nail breaking, scissor dulling, under the breath cursing stuff that encases everything from printer cartridges to batteries. What message does this send the consumer? Who cares if you need a hacksaw? Retailers love it! Running a close second is CD/DVD packaging. Says one customer. Why do they need three anti-theft strips underneath a plastic wrap that defies removal? I felt like a criminal every time I bought one so I finally quit buying them.

8. Spam/Pop-ups

An entire industry has been built around preventing the tsunami of Internet advertising. That should tell us something. What do customers feel about this trust eroding practice? Total lack of respect for our privacy, our time and our wishes. Says another, I have to spend hours each month opting out of lists I never knew I opted into. Just because the technology is there, doesn't mean you have to abuse it.

7. HMO Referral System

This one was a surprise but it seems customers have never quite taken to the primary care physician/referral system. There were two messages that showed up equally for this one. The first was directed at the caregivers, Your doctor's only in it for the money. We know best. And the second to the patient who felt they were being told, we just want to make sure you're not faking it. Ouch

6. ATM Fees

No one complained about a dollar, so let's try two. That's what customers feel banks are telling them as the convenience fee continues to rise. Says a customer, I'd use the teller, but my bank is charging for that now too.

5. Airline Delays

The only surprise about this one was its position on the list. We thought it would be higher. When talking to people about customer experiences the airlines always show up. The most popular message: Oh, you mean you wanted to get there today?

4. Customer Care Call Centers

The idea was good, but according to consumers the reality is far from perfect. In fact they think the company is saying, If we leave them on hold long enough maybe they'll go away. So much for caring.

3. Autoformating

From the dancing paperclip to crashes, bugs and viruses, Computer software is often the topic of experience conversations. But the overall winner is without a doubt Microsoft Word's autoformatting feature. Bill knows best, is the message. Obviously Bill never tried typing a numbered list in descending order.

2. Automated Voice Answering Systems

Voice mail jail, Musak hell, Prompt This! or as one person put it, I thought I was the only human being left on the planet. Another case of just because you can, doesn't mean you should, these systems give consumers the overwhelming feeling that Our employees have better things to do than talk to customers.

1. Telemarketing

Sorry marketing folks but you're #1. The message: 41 million people have just said no! but we're not listening. Maybe we should.

If your company is guilty of any of these top ten faux pas, you might want to take a second look at what you're doing. Best rule of thumb is this, when in doubt ask yourself, How would I feel about this if I were the customer? If you don't like the answer, don't do it.