Having a bucket list has become a popular thing to do in recent years. One of the things on my husband’s bucket list is to see his beloved St. Louis Cardinals win a World Series baseball game. He attempted to cross that off his list back in 2004 when they were in the World Series playing the Boston Red Sox. He had two tickets for Game 5, but the Red Sox swept the series — and, alas, Game 5 wasn’t played.
My husband is a little bit superstitious, so he believes he is a jinx. He has resigned himself to the fact that he had to adjust his bucket list and never ever plan to see a World Series game again. The next best thing, of course, was to go to opening day and watch the St. Louis Cardinals receive their 2011 World Series rings during the opening ceremony.
So, that’s what we did. It was a rainy April morning, but we were there, rain ponchos and all, with all of the other rabid fans. I have to admit it was pretty exciting watching the 2011 season players and former players, sans Pujols, of course. We also got to watch a few great games that weekend.
On the way back to Omaha, a big storm was brewing, so we decided it would be better stay in Kansas City for the night and not risk the drive in bad weather. Good thing we did, as there were a couple of tornadoes that night along I-29. While on the road home, I decided to use my trusty iPhone to book a hotel room right off the Interstate. Little did I know how frustrating and difficult that would be.
Disconnected Customer Experience
I tried to log into the Marriott website since I couldn’t find an app in the app store. That was the easy part. You would think it’s a pretty straightforward task to book a hotel room by providing the location, number of rooms and people, and credit card number. Oh, no — the website kept timing out. I had to repeatedly close the browser and start over again. Then, when I finally got to the area to fill out my information, the site was difficult to navigate and booking a room was a very, very lengthy process.
It was so frustrating (and I was getting carsick) that I decided to just call the hotel directly. I had to start all over providing information, of course. The agent at the desk had no idea that I had just filled in almost all of my information on the website. She had no context, other than I was on the phone with her now and she needed to book a room for us.
Not a good experience on many fronts. First, it was a lot of work to give Marriott my business. Why don’t companies think about the entire experience their customers have when trying to do business with them, including mobile apps and websites? Why couldn’t the information I had already entered on the website be accessible by the agent? Why was the website completely not user-friendly? It certainly left a bad taste in my mouth for Marriott.
Think of how much more revenue companies could make if they worked to streamline the customer’s experience. An investment in technology that would assist them with some of these things would be well worth the cost.