User Misadventure Anecdote: Toll Road Troubles

Today's edition of The Juggling Act is a User Misadventure Anecdote from my recent journey to visit a client, which turned into an unexpected ordeal at the M6 Toll.

As I approached the toll booths, I noticed something unusual – queues at every lane. Initially, I attributed it to my slightly later departure, but soon realised that things were moving much slower than usual. To my surprise, all booths were card-only, with no manned options as there had been in the past.

After patiently waiting, I found myself next in line, only to witness the person ahead struggling to pay and eventually driving off without their receipt. As I approached the payment terminal with my card ready, I encountered a series of failed attempts – swiping, inserting, trying different cards – all to no avail. Only minutes before I had been on the phone to my husband relaying how pleased I was that I remember my cards because contactless never worked and what do people do if they only have one payment option and it doesn't work. I had three and seemingly none of them were working. Not a great start to the day.

Frustration mounting, I pressed the assistance button, only to be advised to try contactless – the option I had learned from previous experiences to avoid. To my surprise, contactless worked like a charm, yet I still encountered delays in receiving my receipt.

Despite the relatively short duration of the ordeal, it felt like an eternity, especially given the repeated queues on my return journey. While the updated technology was intended to streamline the process, from where I was sat it inadvertently created more hurdles.

So, what can we, as small business owners, learn from this misadventure? Here are a few key takeaways:

1. Understand Your Customer's and User's Needs: When implementing new technology, it's crucial to consider how it will impact your customers' and User's experience, including their emotional wellbeing. Being stuck in a frustrating situation can trigger emotional distress, particularly if they are already under pressure due to time constraints or other things going on in their life.
2. Test Before Implementation: Before rolling out any new systems or processes, thorough testing is essential. Had the toll road operators tested the new card-only system extensively, they may have identified and addressed issues to make the transition smoother for travellers.
3. Provide Clear Instructions: Clear and concise instructions can prevent confusion and frustration.. In my case, a simple sign or verbal instruction at the toll booth could have saved me from several failed attempts at payment.
4. Offer Alternative Solutions: Not everyone will adapt to new technology seamlessly. Providing alternative payment options or assistance for those who encounter difficulties can improve overall customer satisfaction.
5. Listen to Feedback: Finally, listen to feedback and be willing to make adjustments accordingly. If customers express frustration or dissatisfaction with a new process, take their concerns seriously and work to find solutions that meet their needs.

By keeping these lessons in mind, we can ensure that our efforts to implement new technology enhance rather than detract from customer and user wellbeing.