Over a year ago I compared Google Maps to Yahoo Local in the nature of their communication upon listing a business in the respective services. I praised Yahoo for proactive, if automated, communications and followup. Yahoo, in contrast to Google, made the signup process seem like not walking off of a cliff in the dark. More importantly than the specifics of the process, Yahoo made me feel good about the process with minimal effort on their part. Communication like this improves the buy in process prior to a problem. Customer service on the other hand is an improved communication after the problem inevitably occurs.
I just recently switched my home accounting on Quicken from a very old OS 9 Macintosh Quicken to a newer version on OS X. My customer service interaction with Intuit was exemplary without ever speaking with a customer service rep and it drove home for me why Google’s current model for customer service fails and how they could improve it.
What might Google Maps customer service look like if Google were to get serious about it? How would I feel if they were to do it right?
Google has a very thorough reputation management methodology. They actively scour the web, blogs, forums and every other kind of possible on line resource for problems with their products. This process is automated and the issues found are apparently categorized and ranked. In the case of Google Maps, if a specific problem is being widely discussed across the web and involves a specific bad record or set of records (think mapspam), it seems the Google staff are authorized to hand jigger the results so that better results are shown and that specific record repaired or removed. If the problem is serious enough, it might also be passed to the Maps group for review and possible future change of way the results are presented. It works great at capping the damage of high profile problems and it provides a long term feed loop to improve the product. Great as far as it goes.
Reputation management however is not customer service. Only high profile problems are solved and only after they become big problems. By only focusing on these high profile problems, many legitimate questions go unanswered leaving many folks with a feeling that Google just doesn’t care. At its best, good customer service is a process that takes that potentially huge problem and turns it into a positive to cement a long term relationship. It is a way of acknowledging the customer’s humanity.
Google’s single customer service option, if you are a business or user, for getting an answer to your problem is to post to the Google Maps forums. These are unmoderated forums and once again it feels like a step off of that very steep cliff. Google Guides might read all of the posts but actually respond to very few, relying instead on volunteers to answer the question if it gets answered at all. Some of the volunteers are authorized to bring high profile problems to Google’s direct attention. (Nothing like shifting costs…)
Thus Google Map’s customer service is a very hit and miss proposition. By the time a small business owner makes it to the forums they are already frustrated and when they find such spotty service, they often go “postal” (is there a maps equivalent of postal?). Google Maps is becoming known for sub optimal customer service and the forums are a veritable breeding ground of discontent.
It doesn’t need to be this way. I think that the model of customer support provided by Intuit for Quicken points the way. But before I get to that lets look at how big the support problem is. Being immersed in the “bad results” I often get a distorted view of the reality. I see mostly egregious examples and I, and most people, tend to extrapolate that more widely than is justified. I read the group postings every day and the influx seems overwhelming. The reality? Let’s take a look.
To get a sense of the total number of problems reported I looked at the number of original postings in the three groups where problems and questions with Maps are dealt with since the new forums were rolled out in Mid January. On average there were 53 postings per day. Over time, they add up to many unhappy customers if they go unanswered. I suppose that there could be more postings if Google highlighted access but it would still be a manageable daily number.
So given the small scale of the problem why is Google unable to allocate the resources to provide customer service? Who knows? (see Greg’s post for a possible cause)?
Could it be fixed? Yes and here is where the Intuit Quicken solution comes in.
Continue reading Google Maps: What might customer service look like?