Facing Churn? Look Out For These Customer Experience Mistakes
Can you imagine losing up to one-third of your customers? If you provide a poor customer experience, this nightmare scenario could easily become reality. According to a global customer engagement consumer survey from PwC, 32% of customers would stop doing business with a company after one bad experience.
Why customer experience should be at the top of your strategic agendaThe customer experience is one of the greatest predictors of business success. While price and quality are still top drivers of spending, 73% of consumers say the customer experience is a primary factor in their purchasing decisions, according to PwC. Here’s the catch: Several customer experience mistakes make it difficult for businesses to consistently provide the best service. In the opinion of consumers, just 49% of companies provide a good customer experience.
What exactly do your customers want?The answer to this question should guide your customer experience strategy. While consumers want different things from different companies, there are a few consistent traits they expect from all businesses. When asked to describe the ideal customer experience, consumers point to four key points. Customers will gladly pay the premium for these attributes. For example, nearly half (43%) would pay more for greater convenience, while 42% would pay for more welcoming service, according to the PwC survey. Many companies have expanded their arsenal of digital tools to fulfill these desires.
The digital consumer conundrumEven as businesses improve their digital capabilities, consumers’ demands for more personalized, expedient service are on the rise. Customers today are used to getting what they want fast. They want all of the benefits of technology, such as automation, fast access to information, convenience, and quick delivery. At the same time, they still expect a human-centered experience. However, 64% of customers in the U.S. believe companies have lost touch with the human element of the customer experience, PwC reported. While businesses are eager to implement new technology, it’s important to ensure new tools complement the human side of the customer experience — not replace it.
Five customer experience mistakes to avoid in the digital eraThe key to a great customer experience is finding the right balance between technology and people. By preventing these five customer experience mistakes, you can provide a differentiated experience, increase customer engagement and build loyalty.
Mistake No. 1: Having a disjointed view of the customer journeyDirectly or indirectly, all departments in your business play a role in the customer experience. But too often, these players operate in silos with little communication or coordination between them. They use different methods of reporting, different performance metrics, and sometimes even different digital platforms. This can lead to a fragmented customer experience, where each touchpoint along the customer journey ends up feeling disjointed instead of connected. To ensure a smooth, seamless experience, you must take a holistic view of the entire customer journey from their perspective.
- Where do customers often experience friction?
- Where do they drop off?
- How can your departments work together to ensure smooth transitions?
- How can technology bridge any gaps?