When it comes to customer experience, it is important to keep an eye on trends. But not only. It parallels the need 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 news at hand.
To support brands in this task, Zenvia & DME empowers companies to create personal, engaging and fluid experiences throughout the customer journey & & OME mapped out the five most common mistakes when establishing journeys for consumers and possible solutions:
1. Making unilateral decisions
We are all customers, but this is not a condition to know what each one wants 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). Be careful about where communication begins, how purchases are made, what the main questions that come to your service. Data is fundamental to understand the profiles of people who come to you.
2. Multiple points of contact
Simplifying is the golden rule, since no one likes to go a long way (even more when it is virtual) to get to what you want, whether it is a product or an answer. Leave the contact points strictly necessary for the journey of your customers. And this, from the beginning of the journey. For example, how will the person get to you?Your website has the information that your consumers are looking for, the way they tend to seek?The form of contact is clear and easy?The communication channels are integrated?
3. Lack of uniformity in experience
It may happen that the customer has had an excellent experience in the purchase but, if you need to make an exchange of the item, for example, faces comings and goings until the problem is solved. And then the friction is already established. Only in the relationship with the consumer, the less friction, the better. That is, even if there are points of improvement in the journey, having the team trained and willing to always put the customer at the center makes all the difference. And here is a disclaimer: data security is important at all stages of the journey!
4. Apply trends because they are in hype
The subject of the moment is artificial intelligence. Does it apply to your company? Probably yes, but it is always necessary to evaluate whether technology will really make a difference in your customer's journey. For this, you need to go back a few houses in this game of life and evaluate: does your company put the customer at the center of decision making? Does it use customization to offer the expected experience or better?Use automation to reduce bureaucracies and make processes more productive? At these points, technologies can help, and a lot.
5. Not listening to the customer
The customer journey is not watertight.It needs a constant look, both to include opportunities and resources that are valid for each person, individually, and to remove technologies, steps and processes that no longer make sense. For this, it is worth having a well-trained, empathetic and resolute customer success team, as well as the integration of Marketing with the Commercial and Product areas so that the comments captured in the SAC of social networks serve to improve the stages of attraction, conversion, service and after-sales so that the experiences are fluid, engaging and personal, as they should be.
