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May 2022
10 Min read
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5 Things that cause bad CX

Artem Fomin

International Sales Manager a.fomin@4service-group.com +4314120126

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Let’s start by understanding what a Сustomer Experience is. In simple terms, Сustomer Experience or CX is the way customers think and feel about a company throughout the duration of their relationship.

Just don’t confuse customer experience with customer service (Сustomer Service is only part of customer experience).

Our company is engaged in customer experience research and we will be constantly talking about it here.

Here are 5 things that cause bad customer experiences (maybe you can add something? Waiting in comments)

1. Lack of empathy
2. Deceptive designs
3. Service that is not personalized and do not meet customer needs
4. Too much automation/poor automation/not enough of a human touch
5. Waiting in queues

1. Lack of empathy

There is no chance for companies like this. No business can avoid complaints completely.
Instead of dismissing complaints, train your team to deal with them.

Your support team members, your managers need to understand and care about your customers and demonstrate empathy: customers expect companies to stand for something and deliver outstanding experiences

How can you solve this issue?

  • Emotional intelligence, empathy – as key factors in hiring
    High-performing teams have people who are driven by helping people and interacting with customers.
  • Create service standards based on issue resolution. To keep customers happy your team needs to be able to spend as much time and keep doing as many actions as it takes to solve an issue.
  • Use technology that promotes proactive support, like chatbots or feedback services that help identify common customer complaints. When your staff receives complaints instantly – they have a chance to respond quickly.

Even a client’s biggest problem or a slip-up can be resolved if you show understanding and meet your client’s needs.

2. Deceptive designs

Deceptive design patterns are tricks used by websites and apps to get you to do things you might not otherwise do, like buy things, sign up for services, or switch your settings. 

We all rely on design to facilitate our user experiences. So, shouldn’t design reflect good intentions? 

These tricks come in several forms, such as a popup window that demands a new subscription, or a spot designed to look like dirt on your phone screen, so you try to wipe it off and end up clicking a link instead. 

In the non-digital world we can identify certain deceptive behaviors as “hostile design,” such as shelf layout in supermarkets or trick questions.

Marketologists, intentionally or unintentionally, can use psychology to mislead and trap users.

How to keep being honest with customers:

* Make your core values a real part of business decisions

* If you claim to be customer-centric, then test your designs against that mark. If your values change nothing, they aren’t real values.

* Review your product copy to make sure it clearly and accurately describes what will happen. 

* Have your support team review it; they will be able to predict certain customer confusion points.

3. Service that is not personalized and do not meet customer needs

76% of customers expect companies to understand their needs (according to the Hubspot research).

Every company need to be aware of the most common customer needs. Then figure out how to identify which particular needs your customers have right now.

Here are some common customer needs you should always know and meet them:

Usability 

Your products and services must be useful and convenient.

Once you understand the different uses that customers have for your products, you’ll need to adapt to better fit their needs.

Examples of flexibility and good adaptation to customer needs: software for remote workers, food for allergic people, children’s rooms in shopping centres.

Focus group discussions and in-depth interviews are the most effective way of identifying the needs of your clients. 

These are the kind of researches our company 4Service does.

– Cost 

60% of customers consider price before anything else, and 81% say that it’s essential to compare prices between different sellers.

However, offering the right kind of discount to customers who are cost-conscious could help you win more business. Think about where you offer price advantages for customers. For example, you could offer a discount on a product bundle or for orders over a certain amount of money.

– Friendliness

You need fantastic customer service if you want to meet your customer’s needs.

Starbucks is a brand that’s known for its great customer service on social channels. They reply to hundreds (if not thousands) of Tweets per day, giving customers the help they need (or just celebrating their love of coffee).

4. Too much automation/poor automation/not enough of a human touch

A 2021 survey by Netomi pinpointed that 65% of consumers have increased expectations compared to 3-5 years ago. You should be very fast, and it seems that automation can solve everything. Yes, but…

The benefits of automating the customer journey don’t apply to every business process. In some cases, CX automation could introduce an unnecessary risk of errors or other problems that actually damage customer relationships. 

Answer for every successful business is to balance automation with human expertise and critical thinking skills.

Here are some processes you can consider automating to improve the customer experience:

– Answering simple (one-step) questions for your customers, like “How to block my credit card?», «How to make any changes in settings?», «How to reset my password?», «How to find nearest location?»

– Directing calls to the right operator at the right time.

– Сollecing information on your customers’ enquiries when there are no operators available.

The good tip: let your customers know when they will receive response

And here are some example of CX you shouldn’t automate:

– Сomprehensive and non-standard issues

– Replies to angry customers: These customers need the time and attention of a real human.

– Responses to reviews: When your customers take time to share feedback with you, you should take the time to respond — always.

Try yourself as a client of your business, put yourself in their shoes. are you comfortable?

5. Waiting  in queues

It’s not surprising when we say that no one enjoys staying in a queue. Excessive queue times can severely damage the quality of customer experiences (CX), bringing down loyalty, engagement, and repeat business. 

An author of “The Psychology of Waiting Lines.”, David Maister, said that sometimes waiting in lines can seem longer, especially when there isn’t a fun activity like a crossword to do while you hang about.

So how to improve the customer experience while they wait in queues?

1 Give customers something to do

For some insight on how to deal with queues, let’s take a look at Disney. 

A typical queue in the Disney park has cameras and large interactive screens that allow visitors to see themselves and play games. This simple trick makes us feel as though we’re already being entertained — and, in a way, we are.

Of course, not all businesses will be able to afford it. But a TV with interactive videos, for example, could be a solution.

2 The queuing discipline

The queuing discipline is the rule used to decide who goes next in a queue.

Two of the most commonly used rules are:

First in, First out.

Bottom line, people expect queues to be fair. It’s not like they’re happy to be stuck waiting in line, to begin with. But when everyone abides by the same rules, we can’t help but follow them too.

3 People want to get started

When you sit down at a restaurant, what happens? The host or waiter gives you menus and takes a drink order. They do this to start the experience, so even though you are waiting to eat, you feel like you got the process going.

This type of kickoff is indicative of what I describe as a bitty process, meaning a lot of little parts make up the whole. 

As somebody who manages the customer experience, you should think about the customer journey and where you make them wait. Are there ways you can help the process feel like it started? Can you break it up into smaller parts to help ease the drawbacks of waiting for customers?

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