5 Customer Experience Blunders Hindering Customer Loyalty
3) Not Preparing Employees for the “Moment of Magic” with Customers: Businesses must have complete visibility into every process, platform, and customer touchpoint, so the customer’s intent, likes, and preferences are visible to all stakeholders throughout the customer’s entire journey. But, it’s not enough to gather data on customers. That data must be shared across the entire organization in real time! It’s of no use to anyone if it’s sitting in a giant server. By making customers’ journeys completely transparent to all company divisions, a business can empower associates by letting them harness the information about customers when it matters most — at the moment of engagement with them.
4) Focusing on Quantity over Quality: Many companies are letting automated systems push out messages, but they aren’t tailoring the messages to the customer, creating a massive blind spot for the company and an email headache for the customer. These automated systems are transactional in nature and focus on the sale or an offer, not on the customer. Businesses using this tactic end up playing the conversion game, where they push out more and more messages to try to achieve more and more sales. This tactic may appear to work for a while, but it won’t take long to reach the point of diminishing returns. The lack of authenticity ends up turning off customers. Consumers see right through these tactics and demand more tailored interactions to catch their attention and their wallets.
5) Not Being Ready with the Right Offer: Everyone loves a good deal, and creating tailored discounts according to a customer's needs and preferences is a great way to increase sales. By tailoring the discounts to the individual customer on products in which they have interest, companies are able to build trust with the customer and increase the bottom line.
Long gone are the days of simply nudging consumers through the sales pipeline. According to Gartner, brands offering personalization will outperform those who don’t by more than 15 percent by 2018. It’s critical for brands to compete on customer experience -- or risk losing out to competitors. It’s no mystery that people love to feel special. They want to feel like a brand sincerely cares about them and their likes and dislikes. Being remembered makes people feel good, which in turn builds long-lasting relationships. Brands have a unique opportunity to engage and serve their customers like never before. By personalizing each interaction, engaging with customers at every touch point, and understanding customers as individuals, brands can drive customer loyalty.