Avoiding the Three Pitfalls of Customer Experience

Companies need to address the pitfalls of delivering optimal customer experience to retain clients

Marketing

By Allie Sanchez

Customer experience often determines whether they will stick with a brand or move on to another service or product provider. Thus, Hanover Research said in a recent report that companies, from the top honchos, down to the bottom of the pecking order, put a premium on providing the best customer experience they can deliver.

Still, sometimes, there is a disconnect between perception and reality, and the issues that lead to such a gap need to be addressed. These are: 
  1. Misunderstanding customer needs. This is tricky because “identifying the customer expectations and brand perceptions that impact willingness to purchase is much less defined.”
  2. Capturing fragments of the customer experience. “Too often, companies fall into the trap of only measuring certain parts of the customer experience,” the report said.
  3. Identifying the wrong priorities. Customer experience should be placed in the industry context because each consumer-brand relationship is unique. There is no one size fits all solution to fit enterprises across industries.
“The science around understanding and maximizing the customer experience has evolved, and executives now have a host of tools to manage and measure customer experience. The process begins with understanding the customer life cycle, which consists of the stages in which a customer learns, evaluates, utilizes and (hopefully) advocates for a company’s products and offerings,” the report concluded.
 

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