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August 1, 2024 - by Brett Sharp
Imagine a world where every customer interaction leaves a lasting positive impression. This isn’t just a dream—it’s the reality for companies that have mastered the art of customer excellence. As we explored in our recent white paper, ” Unlocking Sustainable Growth: How Companies Can Win with Customer Experience,” excellent customer service has become the secret weapon separating thriving businesses from those barely staying afloat. It’s not just about being nice; it’s about driving growth and success in ways that might surprise you.
Consider this: a staggering 90% of customers are ready to jump ship to a competitor offering a better customer experience. Even more telling, 73% of customers would wave goodbye after just a few negative encounters. These aren’t just statistics; they’re wake-up calls for businesses everywhere.
Yet, many companies struggle to turn their understanding of customer excellence into action. What’s holding them back? Let’s revisit and expand on the five sneaky obstacles we identified in our white paper that often cause companies to trip on their journey to delivering exceptional customer experiences—and, more importantly, how to leap over them.
Daily operational demands often distract teams from developing a broader company strategy. This vision is the guiding star for any organization getting to where it wants to be. A clear vision aligns all departments and employees toward a common goal.
Without a clear vision, departments may focus on their own goals instead of the company’s. This misalignment can lead to inefficiencies, missed opportunities, and a lack of direction, stalling progress toward customer excellence.
Develop and communicate a clear, enterprise-wide strategic vision. This should align with your company’s values and goals, providing a roadmap for all departments. Regularly review and update this vision to ensure it remains relevant and reflects the current business landscape. Engage all employees in the planning process to foster a sense of ownership and alignment.
Without using data-supported insights into customer behavior, any strategy (marketing, tech, product, etc.) is a guessing game. Companies make assumptions about their customers’ needs; however, ignoring customer data can lead to misguided decisions. This inside-out focus often leads teams to create features that don’t improve customer results or sales while leading to customer dissatisfaction and reduced loyalty.
Invest in comprehensive customer research and data analytics. Use surveys, interviews, and behavioral data to gather detailed customer information. Develop customer personas to represent different segments and ensure your strategies are tailored to meet their specific needs.
Product managers and customer experience designers often work in isolation, adding new features to old websites. As a result, customers are confused and frustrated when a site experience is not a cohesive journey. Low customer satisfaction scores reflect reduced competitive advantage, low brand perception, missed revenue opportunities, and hindered innovation.
Prioritize and allocate resources effectively. Focus on high-impact website and app improvements that can significantly enhance the customer experience. Consider step-by-step enhancements that fit within your budget rather than attempting a complete overhaul. Also, involve teams from different departments to ensure that all aspects of the customer journey are considered and integrated.
When the IT department is overwhelmed with bug fixes, operational costs rise, and the IT infrastructure becomes fragmented, resulting in even more bugs to fix. This creates a dangerous cycle that can hinder the business’s ability to evolve and meet customer needs. In many smaller organizations, basic IT functions may be managed by other departments (like marketing or operations) or within a specific MarTech platform.
Adopt a proactive approach to tech management. Implement regular system audits and maintenance schedules to identify and address potential issues before they escalate. Invest in modern, scalable IT infrastructure that can adapt to changing business needs. Also, do not hesitate to consider outsourcing non-core tech functions to specialized vendors to reduce the burden on your internal team.
Managing multiple vendors and competing software licenses consumes valuable time and money. This often results in a fragmented technology landscape where different tools and systems don’t work well together. Consequently, teams resort to manual workarounds and struggle with isolated data, leading to inefficiencies and slower workflows and hampering productivity and innovation.
Consolidate and streamline your technology stack. Evaluate your current systems and identify opportunities to reduce the number of vendors and software licenses. Opt for integrated solutions that can handle multiple functions and implement a central management system to oversee all technology assets. Also, regularly review vendor performance to ensure you get the best investment value.
It is important to remember that customer excellence is not a destination but a continuous journey. It requires ongoing commitment, adaptability, and a willingness to evolve with changing customer needs and technological advancements. Companies that successfully navigate these challenges will not only improve customer satisfaction and loyalty but also gain a significant competitive edge in the market.
Ready to transform your customer experience? Take the first step today. Schedule a consultation with our customer excellence experts to assess your current challenges and develop a tailored strategy for your business.
Brett Sharp is the Senior Director of Customer Experience at Synoptek, bringing over 22 years of relevant experience to the position. As a CX Strategy & Design executive, Sharp defines and scales the corporate vision, aligning strategy and managing execution in addition to enhancing the team's competency to deliver a consistent and elevated customer experience. Using an analytical, results-oriented approach, he helps develop successful programs which effectively reduce attrition, improve profitability, and serve as the foundation for sustained revenue growth.
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