Well hello Customer Service and Customer Management consultants - who here is reading this and is building a business case for improved customer service by moving customers to self care tools such as web forms and e-mail?  Most of you reading this are probably think about it constantly. THEN DON’T DO IT unless you’ve gone and tested it and got it right.

I recently got an iPad 2 - an upgrade from my first iPad - Some nice marketing product person at O2 figured out an email with a link to reset the iPad MAC address so I can continue to use free wifi would be helpful.

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So I went to the web form - and filled in my details

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And almost immediately I got an email back - NICE - I thought, prompt service.

but really, oh NO  - I must have been dreaming -

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Apparently, O2 is using a webmail form (hopefully linked to a good CRM tool) but it isn’t so up to date to deal with this special iPad MAC address reset form.

Top marks for testing your MAC address reset form.


Just wait for my story on another UK operator - after speaking to 5 different agents - I’m told to fill in an email form on their website. Grrrrrreat.

Tags: Customer Relationship Management, mobile apps, O2

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Damien Saunders
An experienced management consultant and business leader interested in digital transformation, product centred design and scaled agile. If I'm not writing about living with UCTD (an autoimmune disease), I'm probably listening to music, reading a book or learning more about wine.