When it comes to customer experience, it’s important to keep an eye on trends. But not only that. It is parallelly important to understand if the consumer is having the best possible experience, which may not be a reality even if your company is in tune with the market and has all the latest innovations at hand.
To support brands in this task, Zenvia – which enables companies to create personal, engaging, and seamless experiences throughout the customer journey – mapped the five most common mistakes when establishing journeys for consumers and the possible solutions:
1. Making unilateral decisions
We are all customers, but that is not a condition to know what each one desires in their journey with brands. After all, tastes, preferences, and worldviews are different. So, use data to understand the best journey for each of your consumers (from the first contact with the company). Pay attention to where communication begins, how purchases are made, what are the main questions that reach your customer service. Data is essential to understand the profiles of people who come to you.
2. Multiple touchpoints
Simplifying is the golden rule since no one likes to go through a long way (even more so when it is virtual) to get what they want, be it a product or an answer. Leave only the touchpoints strictly necessary for your customers’ journey. And this, from the beginning of the journey. For example, how will the person reach you? Does your site have the information your consumers seek, in the way they are likely to search for it? Is the contact method clear and easy? Are the communication channels integrated?
3. Lack of consistency in experience
It may happen that the customer had an excellent purchasing experience, but if they need to exchange the item, for example, they face back and forth until the issue is resolved. And there the friction is already established. However, in the relationship with the consumer, the less friction, the better. In other words, even if there are areas for improvement in the journey, having a trained and willing team to always put the customer at the center makes all the difference. And here is a disclaimer: data security is important at every stage of the journey!
4. Applying trends because they are hype
The current subject is artificial intelligence. Does it apply to your company? Probably yes, but it is always necessary to assess whether the technology will really make a difference in your customer’s journey. For this, you need to take a few steps back in this game of life and evaluate: does your company put the customer at the center of decision-making? Does it use personalization to offer the expected or better experience? Does it use automation to reduce bureaucracy and make processes more productive? In these areas, technologies can help a lot.
5. Not listening to the customer
The customer journey is not static. It requires constant monitoring, both to include opportunities and resources that are valid for each individual person, as well as to remove technologies, steps, and processes that no longer make sense. For this, it is worth having a well-trained, empathetic, and decisive customer success team, as well as integrating Marketing with the Sales and Product areas so that the feedback gathered on social media customer service serves to improve the stages of attraction, conversion, service, and after-sales so that experiences are smooth, engaging, and personal, as they should be.
