Top 3 mistakes you’re making when it comes to customer experience

Customer experience is, first and foremost, about analytical intelligence. Businesses are collecting data on their customers’ behaviours which can be used for decision-making purposes. Today’s consumer is more submissive to the choices of companies because they have more information at their disposal to create potential purchasing decisions. 

As a result, businesses need to pay attention to numerous aspects of customer experience that are considered beyond sales transactions alone. Such elements include product costs, company values/ ethics/ brand voice, customer service policies & experience, digital engagement patterns online through social media or blogs conferences, or any other avenues where people can deliver feedback about their interactions with your brand.

Here we have talked about the top 3 mistakes that most companies make when it comes to customer experience:

You’re not using social media

Although social media can be a powerful tool for increasing brand awareness, acquiring new customers, and generating buzz about your products or company, its most overlooked benefit is that it provides the opportunity to have direct interaction with your customer.

Research has shown that 70% of Australian consumers are willing to engage with brands on social media sites to talk about their customer journey. If you take advantage of this trend by building awareness through these avenues instead of just focusing on short-term marketing initiatives, you will greatly improve customer experience which in turn will lead to greater profits long-term.

In other words, for many brands on social media, these channels are improved customer service channels where complaints can be dealt with rigorously and promptly. In the case of luxury brands such as Hermes and Louis Vuitton, this function is even more important because consumers purchase these products implicitly trusting in the quality of already established brand values.

Your website is outdated

CX management training experts say that one of the most important things for many companies is their brand image, so an outdated website will likely undermine this objective by signaling a lack of care or investment in accomplishing it. The two major reasons you should avoid outdated websites 

  • It’s not professional-looking. Your customers value professionalism more than anything else, so don’t give them a page from 1990 as an online version of your company. For instance, you could have a fixed text header from the early 2000s that doesn’t fit in with your current site colour scheme. That can take away from your brand image and confuse customers who may think they’re on the right page even though they’re not.
  • A user is unlikely to trust an outdated site because security updates haven’t been applied or new releases haven’t been installed on some parts due to budgetary constraints, meaning more work for the potential customer who may have simple questions about what they’re viewing. 

Ignoring feedback from customers about how they want to be treated

Are you looking for feedback on your current work? If so, what does it mean to you when someone says “I like this?” Feedback usually means that an individual liked the content in one way or another. Some constructive feedback might be, “This is the perfect example of the problem.” 

For posts soliciting general opinions or reactions, some provocative comments can be interesting. It could be something like, “I found this post surprising/intriguing.” Whatever people say about their reaction to your posting, make sure they feel heard and know you appreciate what they said.

  • Ask them questions that will help you understand what they want from your site 
  • Tell them how long their answers should be so you can offer help productively 
  • Keep contact information for them handy in case they need it 
  • Respond quickly when someone contacts you 
  • Offer options so people who don’t know anything about the thing can take action 
  • Consider how responses might vary depending on where your site is at in the user experience cycle 

To sum up:

Customer experience agencies usually do not manage the whole customer journey like lead acquisition, lead qualification, and lead nurturing. Instead, they focus solely on post-conversion touchpoints which typically include information communications; interactions with employees; the physical environment; transactions; and work on the product or service the customers have selected for purchase.

Leave a Reply