Let me share a story of frustration with you.
Back in July I visited the hospital for a routine test my doctor wanted me to have. I filled out several pages of personal information for insurance purposes, presented my ID and insurance card, made my co-payment and went on my merry way. A month later I receive a letter informing me that my healthcare insurance company is beyond 30 days payment and for me to follow up with my provider.
The easiest and most efficient way for me to check on a claim is to log-in to my account online. But seeing as I don’t have a need to log-in often, I forgot my password. So I clicked that familiar “I forgot my password” link which took me to a screen where one secret security question was presented: What is your favorite food?
Hmm, good question. Did I set up the account when I was hungry? Was I craving something specific right then that I used as the answer and just knew I would remember? Was I on a diet and missing chocolate?
I proceeded to try several answers. None of which worked. I was then completely locked out of my account and forced to call customer service.
On the phone with customer service I still couldn’t remember the secret question answer, and so the only solution was to delete my online account and have me go back online to re-register and set up a new one; with a new username, password, and of course, secret question.
Have you ever been through a similar experience? What about your customers? Would they find this scenario familiar in dealing with your company?
Chances are high they would. And more than likely it’s negatively impacting your customer satisfaction.
Think about how much easier it would be to dynamically generate a security question that the customer can actually remember; and how you could reduce password reset calls and improve your call center performance.
Now, do something about it.