3 Common CX Failures and How to Avoid Them

Making a conscious effort to improve the customer experience (CX) is crucial when it comes to retaining existing customers and attracting new ones. 

But what happens when these efforts fail? 

Results from Gladly’s ‘2020 Customer Expectations Report’ show that just over half of customers (51%) will switch brands following just one or two poor experiences. 

In this blog, we will look at three reasons why companies fail when it comes to CX and how you can avoid falling into these traps.

Failure #1: Siloed Systems  

A system that does not interact or connect with other information systems or other parts of a business is referred to as being ‘siloed’. Companies that operate in such ways run the risk of letting important details slip through the cracks. 

For example, transferring customers from one agent to another in order to have their issues resolved will result in repetition, delays, and, ultimately, dissatisfied customers. 

Failure #2: One size fits all 

According to Salesforce, over half of customers expect offerings to always be tailored to their individual needs. Offering up the same service to all your customers, more often than not, will not suffice if you wish to stop your customers from taking their business elsewhere. Customers want to be ‘wowed’ and made feel like they are more than just a number. 

For example, if an agent has access to previous interactions they can use this information to tailor the conversation with the customer by saying things such as “I can see you have had a similar issue before, let’s try a different approach”. 

Failure #3: Missing the crucial human element

While self-service and automation can be really beneficial to easing customer effort, it can also frustrate customers who need to have a specific question answered. In a bid to cut back on costs, many companies opt for the use of chatbots over traditional support channels such as IVR and email. While some customers do prefer to self-serve, the majority of them still prefer to speak with a representative. According to Zendesk, the phone remains the most popular support channel with 50% of consumers regularly calling to get in touch with support agents. 

Furthermore, relying solely on automated chatbots is not an effective way to serve customers. Microsoft reported that the effectiveness of bots in resolving issues has fallen to just 28%, meaning that there is a lot of room for error (and unhappy customers!). 

So, how do I avoid failing my customers? 

Solution #1: Omnichannel support 

Providing full omnichannel support allows customers to move seamlessly from one channel to the next without having to repeat themselves several times. Being able to move from one channel to another while remaining in contact with a support agent is a very important element to the majority of customers. 

Integrating your systems at work is key to ensuring that agents have all the necessary information on hand when dealing with customer queries, meaning that issues are handled with as little delay as possible. 

Solution #2: Tailor your offerings 

Tailoring your offering based on available customer data will allow you to stand out from the competition. And don’t be afraid to ask your customers for their data – 57% are willing to share personal information in exchange for a personalised offering.  

Not only will offering a personalised service keep your customers coming back, it will also turn your customers into brand advocates. 77% of customers will recommend a brand to a friend or family member if they offer up a personalized experience while 52% would recommend this brand on social media. 

Going the extra mile for your customers will bring about many financial benefits to your company. 84% of customers are willing to spend more money with brands that offer up personalized customer service experiences.

Solution #3: Empathy 

Empathy involves really listening to your customers and trying to understand where they are coming from. Showing empathy allows agents to connect with customers and make them feel truly heard and valued which, in turn, boosts customer satisfaction and loyalty. 

It is a key element of customer service that many brands are failing in – according to PWC, 59% of customers feel that brands are missing out on the crucial human element when it comes to customer service. 

Key takeaways 

  • Integrating your systems will ensure that no crucial details are missed. 
  • No two customers are the same – providing the same approach for everyone does not make customers feel valued. 
  • Customers want to feel like they are speaking with a human – not a robot!