By Arielle Mullen
Thanks to technological advances, companies in industries across the board have been able to increase productivity and streamline their core operations. However, in this digital age of faceless communication and automated replies, it's become increasingly clear that the price we're paying for these technology solutions, is a decline in customer experience (CX). And truly, when considering the fact that 70% of buying experiences are based on how the customer feels they are being treated, and the annual total estimated cost of customers switching due to poor service is $1.6 trillion in the US alone, you can't help but wonder why optimizing CX isn't a top priority for more organizations.
The good news for consumers is that for an ever-increasing number of them, 2019 is shaping up to be the year of refining CX. The bad news? Even when there's a renewed interest in improvement, we're still seeing a staggering number of missteps by companies in every industry. This shouldn't come as a surprise though, when most consumers are infinitely more likely to share a bad experience on social media or review website than a positive one.
In general, when a company fails to create an effective, positive customer experience, the culprit is usually one (or more) of the following elements:
They get lost in the data. With the availability of "listening" tools and platforms designed to collect reviews and feedback, it's easy to get buried under all that information. Before setting out to collect data, it's imperative to decide what information you'll rely on most to give an accurate view into public perception. By making these decisions early, you'll be better positioned to effectively review and assess everything gathered.
They don't involve every department in the discussion. If the conversation centered around designing a new CX never extends past the top level of your organization, it's likely the changes implemented won't be successful. Focus on reaching out to each department, and getting input at every level. The method in which communication occurs may differ, but there are valuable insights to discover that will build a deeper, richer view of how customers are interacting with your company. You'll ultimately be positioned to create a more successful plan with greater buy-in from employees at every level of your company.
They forget to design with their customer in mind. This seems like it should be obvious, but it's something that companies of any size and industry have struggled with. When considering CX, it's easy to forget that you are not your customer. You already possess all the information about your business, whereas a prospect who's just made their first contact with you isn't likely to know anything about your service or products. If you're struggling to put yourself in the customer's shoes, we suggest either reviewing your top path in Google Analytics, or consider bringing in an outside consultant. By enlisting someone outside your organization to perform an assessment, you can ensure the results will be unbiased.
Interested in speaking with one of our consultants about how you can leverage the results of an assessment to reach your marketing goals? Get in touch with us!