Caught in a Process Trap: A Lesson in Service Management
If you want to test my patience and leave me frustrated, it isn't through insults. I come from a family and circle of friends where sarcasm and playful jabs are forms of affection. Those don’t phase me. But if you want to truly get under my skin, trap me in an over-complicated process.
I know, it sounds dramatic. But hear me out.
I’ve realized that being trapped in layers of process triggers my claustrophobia. The constant back-and-forth of customer support, repetitive steps, and endless verifications start to feel like being trapped in a small, windowless room. Let me share a recent experience that demonstrates how this affects not just me but countless others.
The Streaming Service Dilemma
Like many, I subscribe to streaming services for live sports and entertainment. Most of the time, it works as expected—until it doesn’t. I have one particular account that I use for watching my favorite live sporting events. Due to commitments at home, I often start watching on my tablet and switch to the main TV later. Here’s where things go awry.
Every time I switch, the service seems to flag my usage as exceeding the allowed number of devices, even though I am within the limit. The result? The streaming service kicks me off. The match pauses. The annoyance sets in.
Engaging with Customer Support: A Familiar Process Trap
Since there’s no phone support, I need to use the chat service. The process begins by filling out a form with my details—information I now keep saved for quick copying and pasting. The first response is always automated, going through the same routine steps:
Asking five standard questions.
Suggesting five common troubleshooting steps that never work.
This scripted interaction wastes precious minutes, leaving me fuming while my family waits impatiently in the other room. Eventually, I’m connected to a human agent who, invariably, asks me to describe the issue once again. By now, I’ve prepared an entire note on my computer with my responses to save time.
Finally, after yet another account reset, all my devices are logged out, and I need to re-enter passwords manually. By the time the stream is back up, I’ve missed 20 to 30 minutes of the game I paid to watch. Not only that, but I'm left doing breathing exercises to calm down from the experience.
The Follow-Up and the Bigger Picture
The cherry on top? The post-service survey asking, "How likely are you to recommend us to your friends?" Ironically, while the process technically works—it resolves the issue in about 20 minutes
By IT standard this is ok, but it’s deeply unsatisfying. The customer support agents are efficient, polite, and do what’s expected of them. Yet, I still end up feeling frustrated and trapped.
I shared this story with a few friends who use different services, and the unanimous response was, "You’re lucky; mine is worse." It begs the question: Why is this the norm? Why do we accept this as standard practice?
The Reality Check: Why Processes Are Necessary
While process traps are frustrating, it’s important to recognize why they exist in the first place. Processes around account verification, device management, and troubleshooting are there for important reasons:
Security and Licensing Compliance: These processes help protect user data and prevent unauthorized usage. In the context of streaming services, maintaining device limits ensures that content is not shared beyond the permitted scope, which is vital for licensing agreements.
Consistency and Standardization: Standard troubleshooting steps can ensure that all issues are approached systematically, helping less experienced agents assist customers effectively.
What Should Change?
Finding the Balance: User Experience vs. Practical Limitations. Service providers need to balance the need for secure, consistent processes with the goal of a seamless customer experience.
Here’s how:
Monitoring and Detection
Proactive Alerts: Systems should detect when an account approaches device limits and proactively offer solutions before the customer needs to reach out. This can create a smoother experience and prevent interruptions.
AI-Powered Insights: Generative AI can identify trends and prioritize issues based on their impact. For instance, customers missing parts of a live event while holding a premium subscription could be flagged for special handling.
Workarounds
Automated Device Resets: Implement a feature that resets the device count without logging out all devices, reducing frustration without compromising security.
Flexible Sign-In Options: Provide self-service options that allow customers to manage their device settings or troubleshoot common issues themselves.
Improved Customer Service Tools
AI to Recognize Repeat Issues: Large language models can help support agents by identifying customers with recurring issues and suggesting tailored solutions that bypass generic troubleshooting steps.
Customer Education: Providers should ensure that users know about available self-service options or troubleshooting features that can save them time and effort.
Consider the Process when evaluating the performance of service desk agents. When was the last time you measure client satisfaction against the fix process not the person deploying it?
A Final Thought on Process Traps
The reality is that implementing these recommendations isn’t cheap or easy. Smaller companies may face budget constraints that make extensive AI and automated solutions impractical. Yet, the focus should remain on refining processes to avoid the feeling of being "trapped" while maintaining necessary safeguards.
The takeaway? Fixing the issue alone isn’t enough. The process from problem to resolution should be streamlined, empathetic, and proactive. Customers should feel heard and valued—not like they’re navigating an obstacle course. If companies can achieve this balance, they’ll not only solve problems but build trust and loyalty that lasts.
I would like to note that I have cancelled my subscription.
- James
