RingGo is a telephone payment system for car parking. I’ve used it before, albeit a while ago and with a different car, but I figured that having an account with RingGo meant it would be an easier option than finding enough loose change.
So I wrote the car park location number on my hand, got my debit card out and called the RingGo number. The automated voice asked me if my old car was the car I wanted to park, which of course it wasn’t, so I opted to change the car details. The automated voice asked me to speak my number plate and then to confirm that the number plate it repeated to me was correct. When I answered ‘no’ the automated voice told me that I would receive a text message and then hung up on me. Clearly it was something I said.
Good customer experience should be about allowing the customer to choose how to access the service. RingGo could have offered me another go at speaking my number plate instead of deciding for me that the only way was to end the call, reply to the text message, and then call them back. Changing the method of accessing the service without asking the customer is also bad practice.
It’s experiences like this that make me think more about using Product Management techniques to understand the needs of the customer and Service Design to build a service that works how the customer wants it to.