The club knows it's failed the fans in terms of customer service. That's half the battle I suppose. The question is what are they going to do about it?
Even the Government's strategy is to make public services overwhelmingly digital, with agents only dealing directly with people whose needs are more complex. Yet we're having to phone up for nearly every little thing, and City are implementing new systems and processes that require fans to do that rather than being able sort out their issues online.
Upgrades is the classic example. We've now got a situation where you can transfer tickets at the push of a button, so you should be able to do that online. but we've not been able to implement that. There will alway be a trade-off between implementing new systems and processes quickly, and ensuring all possible scenarios are covered when they are. But we've set that cut-off point at the wrong place too many times.
Obviously Covid hasn't helped. 20 call agents in an office, with supervisors and managers on hand, will be more effective than 20 working from their own homes. The club are being a little evasive about the level of outsourcing but they have said they're trying to bring things back in-house.
They also recognise they've been working in silos, without really understanding the end-to-end customer journey and experience. That is hopefully going to start changing but it won't be overnight, more like years before we've got an off-field operation that matches our on-field one. This is my professional area of expertise and I'd love (and have offered) to give whatever help I can to them with understanding that journey.