The unstructured conversation
The old service dilemma – do a good job or do a cheap job. We often try to pretend that both are achievable. But they’re not.
Ask a group of consumers what service they’d like, and – without giving a hoot about cost – the inevitable answers come: “make it more about me” – “talk to me like a human being”. And, crucially, “take on my problems as your own, and come back to me when they’re sorted”.
The closer one gets as a service provider to offering this latter state of bliss, the less structured the interaction becomes. If I make you fill in some really complex forms, and offer very limited ways of capturing your information, it’s a pretty good sign that I’ve thought a bit more about me (and my costs), and less about you.
Here’s a couple of little giveaways: >