All businesses care, or appear to care, about customer experience. Managing customer experience is more difficult than it seems. It is not enough to just listen to your customers, you need to be able to use the feedback you receive from them to improve the products and services you offer and even to improve your internal processes.
Let’s take a look at common mistakes in customer experience management.
- Ignored touchpoints
Businesses usually analyse their customers through the customer journey map they have created. Creating a customer journey map is important, but the points where customers come into contact with products and services can often be overlooked in customer maps.
Today, customers can access products and services through different channels and in different ways. A customer experience that starts in a physical store can be completed with a purchase in an online store. You should offer your customers the opportunity to leave feedback at every point of touch with your brand. Establishing an omni-channel structure would be the best method.
- Wrong channel selection
You can offer your customers different channels such as sms, e-mail, website, mobile application, QR code, kiosk for different touch points. When choosing a channel, you should analyse whether your customer will prefer this channel or not.
First of all, you should know your customers well and make customer segmentation if you have demographic data. Be sure to consider the channels preferred by Generation X, Y and Z.
Choose a channel that matches your expectations from the feedback you want to collect. If you want to collect data at high frequency and analyse it with closed-ended questions, you can choose the kiosk channel. If your priority is customer comments, you should ask open-ended questions, take into account that it is difficult to write comments on kiosk screens and prefer other channels for open-ended questions.
- Not taking instant measurements
After the customer experience, the measurement of this experience can be made days later. It is a fact that human psychology can change instantly. It should not be forgotten that thoughts about the experience can change.
The best time for measurement is when the customer experience is completed. Measuring before the customer experience is complete can also produce inaccurate results. Establishing a structure that instantly measures the customer experience at each touch point instead of a general customer experience will provide you with the most accurate results.
- Unnecessary questions, boring surveys
You should avoid cliché surveys called customer satisfaction surveys, which include many unnecessary questions. In long surveys, both participation rates are low and the accuracy of customer responses is questionable.
In many studies conducted today, it has been proven that instead of asking a lot of questions, NPS (Net Promoter Score) and similar key questions are much more effective in measuring customer experience.
- Complaint management approach
Units established under the name of customer service are expected to manage the customer experience. However, these units usually deal with customer complaints.
Customer experience management is definitely not complaint management! Your customers can give you suggestions and thanks as well as complaints.
Remember that the most valuable ideas for your business are hidden in your customers.
Communicate with your customers to find out what they think. Choose your communication language accordingly in customer experience measurement.
Organise surveys to learn their thoughts at certain periods. Use methods that encourage and motivate them to participate in the survey.
- Not taking action
Every customer feedback should be evaluated and action should be taken if necessary. Each feedback from customers may be related to a person or unit in the organisation.
As a result of feedback, it will sometimes be necessary to make important decisions and take action. If there is no unit responsible for customer experience or if the customer experience unit is not authorised to take action, customer experience processes will be locked. It is critical that the outputs produced by the unit responsible for customer experience are included in the processes of the business.
It is also common for feedback channels offered to customers to remain unattended. Feedback from forms linked to forgotten email addresses are like messages sent to outer space. Make sure that your contact information on your website, promotional posters and brochures are up-to-date.
Always forward email addresses starting with info@ contactus@ to real people. Regularly check the messages sent to your social media accounts.
Start using Wiseback for free, which allows you to manage customer experience in an omni-channel structure. You can contact the Wiseback team for your questions.
