(Guest post written by Art Zabalov an Inbound Marketer and customer experience blogger for live chat software startup Customericare.)
So many articles discuss what “to do” so I thought I would turn to what “not to do” when it comes to delivering great customer experience. Below I will outline the 3 biggest customer experience mistakes a company can make.
Deconstructing the Customer Experience
For a reliable definition, I’d like to refer to Forrester’s customer experience pyramid which Forrester uses to create their annual Customer Experience Index Report after analyzing over 175 U.S. firms.
Forrester’s Harley Manning’s interpretation of the pyramid is “…good customer experiences are three things from the perspective of the customer. They are useful (deliver value), usable (make it easy to find and engage with the value), and enjoyable (emotionally engaging so that people want to use them).”
It is fundamental to stick to delivering the best experience on every account, unless you want to fall under the definition of “bad customer experience,” commonly known as “Telecoms.”
Here are the 3 Biggest Customer Experience Mistakes to avoid:
- Not delivering value – This mistakes goes against the experience being useful to the customer. It’s no coincidence that usefulness is the building block of the pyramid. When you don’t deliver value the entire Customer Experience interaction crumbles.
Example: Choosing to live chat with a customer service representative to get quick and precise answers on what otherwise would have taken days to answer by email, just to be met with a wall of text, unrelated to your query. My colleague Aurelie asked a simple question “How much are the shipping costs to Poland?” When the response was a small essay (most of which was useless to her inquiry) she responded by writing an article with different examples of her chats with live chat agents (Could canned responses be slowing you down?)
- Making customers jump through hoops – Layered on usefulness, easiness during the customer-business interaction is a block you can’t dismiss by over-complicating the path to reaching the value. Easy access to your value is at the core of great customer experience, and has proven to be a cost businesses can’t pay, while trying to maximize their conversion goals.
Example: Having to take a “Style Quiz”, before being able to place an order in the Shopping Cart at JustFab.com, as mentioned in Neil Patel’s article on KISSmetrics. You learn just how counterproductive over-complicating the checkout can be, when you spend additional time going through the tedious sign-up, which often comes in the form of a long quiz or necessary club membership.
- Taking the joy out of the experience – The top block of the pyramid, joy, in my opinion, is what binds the whole customer experience together, and by taking the joy out of it, you’re running the risk of not engaging your customers, which is crucial in today’s experience-based economy.
Example: Having to stand in line at the post office to pick up your parcel from Amazon, even though you ordered it through Amazon Prime, and were expecting to receive it to your house, thus avoiding the holiday madness. According to Floyd Brown’s article in Wall Street Daily, “Instead of enjoying the delivery of Amazon Prime, you’re now faced with the hell of waiting in the line at the Post Office.” By switching carriers, Amazon has taken the joy out of holiday shopping and directly affecting his and many others’ customer experience.
To get more insights visit the customericare.com blog.