Great example here of typical multichannel in a vacuum – flybe with their new onphone check in (ah but read the end bit…..it involves 3 too)
Announcements on the plane to tell you can use it next time you book online
Default option in online booking ( that’s a whole other story of just web usability and design!)
Text received the day before with information ( see pic from Weds)
Click the link and it takes you to an iphone app. But there’s no check in option. Best you can do is “view booking”.
That leads you to a log in so you have to enter your details. You cant copy the reference number as the iphone only lets you copy whole texts. So you have to flick screens, remember correctly and enter 3 fields ( hard to do driving to the airport!! ).
That then takes you to your booking, which isn’t interactive and doesn’t do anything. Dead end. You cant get your QR code on your phone to use at check in.
What happens next is interesting.
You go to the self service check in at the airport – last time it rejected me as checked in already and I had to go to the manual desk. This time they’ve added a facility that says I’m already checked in and do I want a replica print out. Yes. So they obviously listened to the feedback from the check in staff that said the text process didn’t work. But didn’t go to root cause.
Automating a problem isn’t the same as removing the customer effort.
So I went to the flybe desk and showed how the process didn’t work. Talk to the hand – we can give you customer services number. No thanks, it’s your problem, I don’t want to make it mine.
Listening is the key to multichannel design. It’s never finished and can always be improved.
And some testing upfront might have been an obvious thing to do.
Postscript: Ah not so simples…… another text dated Weds for the flight Thursday arrived Thursday night, along with 4 voicemails from Weds. This text goes straight to the QR code, like the ones I get from Aer Lingus. It turns out the above was not the designed experience. So the feedback should really be aimed at my telco provider 3 !
Interestingly looking back at previous flights I’m getting two texts. The one without a link that works from “flybecom” and one that does work from “flybe” – so still some tidying up to do in the process. As well as training ground staff what the text/email QR process should look like.