How you handle a customer experience (CX) failure can make, or break, a customer relationship – and often, the effect can be dramatic.
Today, I want to stress that in order to effectively deal with CX failures, you need to understand when they occur. Remember: While many CX initiatives are focused on winning new customers, the brand experience from the customer’s perspective extends well beyond the purchase. In fact, it lasts for as long as the customer interacts with the product, service or brand.
A CX failure can happen at any point along that pathway, and when we recently surveyed some 3,000 consumers from across the globe to find out more about their CX failures over the last ten years, we uncovered some very intriguing results.
For example, the shopping and purchase phase, while not immune to failure, was the stage with the most success, with customers experiencing a success 1.5x as often as they experienced a failure. By contrast, the post-sale support stage, was disappointing: Respondents reported failure twice as often as successes when they were reaching out for help with their purchase.
Where is your CX most likely to break down? Is there anything you can do to improve how you diagnose CX failures?
- Gain a single customer view. The customer experience has grown quite complex, and the more touchpoints customers have with your business, the greater opportunity for failure. To be successful, you need solutions that enable your organization to gain a true, single customer view across marketing, sales and service so that all customer data can be accessed and acted on by every department. Identify where purchases are abandoned, where customers raise support tickets and where issues become escalated.
- Impress throughout the purchase phase. No matter where they are on the customer journey, today’s customers expect every person they interact with to know them, to have access to all previous interactions and for the overall experience to be consistent, seamless and relevant. Use what you learn from your single view and leverage the right technology to create targeted offers and personalized experiences.
- Don’t disappoint once the sale’s been made. Our research showed that there’s a higher chance of failure post-sale and that there’s significant potential for negative long-term impact of those failures. That means post-sale is a great place to prioritize action!
We’re living in the age of the connected consumer, when your customers can access information anywhere and everywhere. They can share what they like, and perhaps even more importantly, they can share what they don’t like. You need to be on-hand and ready to engage at every step of the customer journey, acting on every opportunity to deliver an excellent customer experience –and every opportunity to remedy the situation if the experience is less-than-excellent.
Lean more by downloading our eBook, Avoid CX Failure Fallout: 6 Steps to Customer Experience Success.