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CX Tech

5 Reasons You’re Falling Behind in Customer Experience

Kyle Harper
October 23, 2018

3 minute read

A recent Brandwatch study has given us a look at some of the top brands in the US when it comes to customer experience. The study evaluates brands on factors like emotion elicited, perceived value, and service provided, and cites a number of success factors, like CEO buy-in and effective communication tools as drivers of exceptional CX.

But while these brands might make healthy CX look easy, many companies are still struggling to get their own initiatives off the ground.

Here are 5 common mistakes that hold brands back from achieving their customer experience potential.

5 Reasons You're Falling Behind in Customer Experience

Failure to respond to feedback

“Customer Experience is more than printing a new business card while doing business as usual,” explains CX expert Colin Shaw in a recent CustomerThink article. “Also, no ONE answer, one-size-fits-all solution to Customer Experience shortcomings exists.”

Review sites, complaints, suggestions—customers are constantly putting their opinions of your brand out into the world. But if your business only responds to this feedback by making superficial changes rather than responding to the underlying needs of your customers, this valuable feedback data goes to waste.

5 Reasons You're Falling Behind in Customer Experience

Slow design updates

Customers interact with brands in a variety of spaces, from traditional retail outlets to online stores and every supporting step in between. But this means that customer expectations can range widely between your various communication channels. Embracing skills like user experience design to support your CX efforts can help create a healthy culture of constant revisions and updates that will reward customers for interacting with your brand spaces.

5 Reasons You're Falling Behind in Customer Experience

Failure to support frontline staff

Frontline staff don’t just provide service to your customers. They are a vital, human connection between your customers and your brand. Not only do they act as a face of your brand throughout essential steps of your customer’s experience, but they can also gather on-the-ground insights and suggestions that your brand might not otherwise have a means of collecting. Seeking out ways to support your staff through listening, training, and resources tailored to their needs can help set up a healthy frontline experience for your employees and your customers.

5 Reasons You're Falling Behind in Customer Experience

Lack of internal consistency

“There’s no use in being great at sales, great at marketing, great at service, great at commerce, in isolation. These things have to work together. Which means things like the processes need to work together as well,” explained Jeremy Cox, Principal Analyst, Ovum, in a previous interview.

For a customer experience journey to excel from end to end, the organization will have to work as a whole toward this goal, inside and out—with the technology to support a connected, seamless experience. “Above all, it’s a collaborative venture that touches all parts of the organization. It’s not just about chucking technology at it, and hoping for the best,” said Cox.

And for those brands that achieve an effective, consistent omnichannel customer experience, customers are likely to reward them with higher spending – according to a Harvard Business Review study, omnichannel customers “spent an average of 4% more on every shopping occasion in the store and 10% more online than single-channel customers.”

Losing sight of the customer

Apple CEO Tim Cook once described a healthy CX mindset in an interview with CNBC, saying: “I view a stock price to be a result of doing other things well. And so for us, that means focusing on customer experience—making sure our customers are happy—and it means making the best products.”

Many CX issues stem from the fundamental mistake of losing sight of your customer as the primary goal and purpose of your business. Taking the time to evaluate the steps of your customer’s journey while asking the simple question, “Does this best serve my customer?” will often reveal places where your brand can step up to improve your customer experience pathways, and ultimately delight your customers.

Kyle Harper
Kyle Harper
Kyle Harper is a writer turned data geek who is obsessed with the experiences that brands can build. A big believer in "learning by doing," he's helped launch a handful of startups as a Marketing Director, and today is working to understand the future of customer-centered listening as a Marketing Analyst at Harvard.
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