CEO and Founder ActiveCampaign
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Five mistakes that hurt your customer experience

14th Jul 2021
CEO and Founder ActiveCampaign
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Today’s business owners understand that their success is inextricably linked to the customer experience, and yet many are still falling at the first hurdle when it comes to curating a seamless journey. If you want to set your business up for success, make sure you’re not making these common mistakes.

One-dimensional metrics

There are a number of ways to measure customer performance, but many companies place too much reliance on metrics such as their Net Promoter Score (NPS), Customer Satisfaction (CSAT) and Customer Effort Score (CES). Although these metrics are helpful at a high-level, they don’t offer the full picture of the customer experience and fail to highlight any pain points that might exist.

This is why qualitative metrics should be utilised alongside quantifiable data sources. You have to be able to  see the whole picture.

Only embrace positive feedback

As a business owner myself, I create time in my schedule each morning to read anywhere from 100 to 1,000 pieces of customer feedback – good and bad. It’s a really positive experience to see where we are getting it right, but the negative feedback is even more important for us so we know where to invest time and resources to make meaningful changes. It’s where you’ll get into the granular detail and nuance often missing from qualitative metrics. Moreover, it’s also where you might hear something that challenges you to rethink your approach and leads to greater opportunity for your business. Instead of letting negative comments create frustration, they should always be used as a source of innovation to do things better.

Siloed teams

Today’s customer journey is as complex as it is fragmented. A customer might interact with you via your website, social media, phone or in person and it’s important the experience is consistent across channels. Unfortunately, the reality is often different. Take complaints as a case in point, where it’s estimated that 67% of consumers use social media networks to seek a resolution for their issue.

When a customer complains, the most common response is to ask the customer to DM their order number for the issue to be looked into. This information should be readily available across teams to identify a customer so it can be resolved quickly instead of asking the customer to provide lots of extra information and cause further frustration.

Lack the personal touch

Over the last couple of years there has been a boom in artisan and bespoke products with consumers looking for a more personal, authentic approach. Many companies wrongly believe that it's not possible to offer the same kind of personal service. In reality, with the right segmentation and automation – it is possible to curate a personal approach based on a customer’s interaction with your company’s various touchpoints. Chatbots and email automations can make it hard for consumers to tell if they are speaking to a human or not and it should be seamless. Then when you need to go into more detail, is when the human touch can come in. For the vast majority of interactions that a company may have with its consumer, they are usually predictable in some way to make it possible to automate any questions or queries or service needed.

Untailored messaging

At a basic level, communications should include the customer’s name, but you should also be giving them an opportunity to opt-out of marketing messages that may be upsetting. For example, a number of brands are now giving customers the opportunity to opt-out of Father’s or Mother’s Day marketing campaigns who perhaps lost a parent this year or are estranged from their parent. With email segmentation it’s possible to split your list into various categories and to recognise where your audience is in their customer journey with you and adjust your messaging accordingly.

Ultimately, by avoiding these mistakes and embracing a multitude of ways to connect with your customer, businesses can curate a unique experience that differentiates them from the competition.

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