Common Customer Experience Pitfalls

Nine out of ten executives across the globe believe that a positive customer experience is essential to creating a successful, customer-centric, cultured organization. Businesses that implement and utilize customer experience consulting services sees increase in sales and profits, market share preservation, and lower customer attrition.

However, there have been a significant discrepancy between the experiences that businesses believe they offer and the ones that customers really perceive them to be. Simply put, even if a lot of businesses believe they offer a good CX, they actually don't.

This blog outlines common setbacks that have been identified during the CX audits.

Capturing Only Part of the Customer Experience

CX must be measured and delivered across all the touchpoints on which the customer interacts with the company. Failing to capture all of the relevant aspects of CX means that the customer base needs to be more balanced. For example- one large auto insurance company invested in a new mobile app to make it easier to connect customers in an emergency with an agent. What the company failed to identify was that drivers didn’t want to download an app in anticipation of getting in an accident, so the product went largely unused.

Companies can capture the full value of their CX by using the customer journey mapping approach; businesses may gain a comprehensive insight into the full customer journey and thereby capture the overall customer experience. Customer experience audits in such scenarios help map the customer journey at every business touchpoint. It provides a consolidated view of the satisfaction or discontinuation of services within the business. The process provides greater insight into the aims and needs of the customer, the precise questions they are trying to answer, and the steps they plan to take to achieve the answers for each stage of the customer lifecycle.

Not Leveraging Tools for Measuring CX Success

The understanding of customer experience has evolved, and executives today now have many tools to manage and measure it. However, these tools only work if companies actually use them. Too often, companies fall into the trap of only measuring the parts of the CX with the tools they have readily available or evaluating different aspects of the CX in silos.

Not utilizing the technical capabilities leads to slow response time and inconsistent service throughout the digital interactions.

The most successful companies understand there is no silver bullet to customer experience. Look beyond the readily available information and use outside resources, such as a customer experience consulting company, to dig into the underlying issues that most impact experience through multiple measurement approaches. Include surveys to understand customer actions and opinions, data analysis to uncover critical actions customers took, and qualitative measurements to find out the reasons why they took them.

Keeping Data in Silos and at Rest

A data silo occurs when data is isolated within a department or system and is not easily accessible to other parts of the organization.

Data silos prevent different teams from accessing and sharing valuable information, hindering collaboration and decision-making. When data is stored in silos, it can become inconsistent or out-of-sync, causing errors and reducing the accuracy of business insights.

Customer information presents a wealth of benefits to businesses. Businesses can utilize the data to create better strategies by extracting actionable insights. Additionally, they can deliver exceptional CX based on their clients' tastes and particular needs.

Analyze enormous amounts of customer journey mapping and interaction data to provide you with a 360-degree view of your CX. Then, consolidate all of your data sources into a single platform or a centralized CRM. For example, dedicated analytics software can facilitate the collection and analysis of customer data for e-commerce companies.

Read More: Digital Customer Experience Strategy: Six Key Areas to Focus Your Efforts

Final Words

The pandemic has rapidly accelerated customer expectations and only a few companies have actually embodied a “customer first” mindset and cultivated new capabilities, technical or otherwise.

By partnering with a customer experience consulting company, executives can move their organizations beyond uniformity to the CX transformation and build technical infrastructure that fosters improved execution.