When it comes to customer experience, it's important to keep an eye on trends. But not only. It runs parallel to the need to understand whether 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 fluid experiences throughout the customer journey – mapped out the five most common mistakes when establishing journeys for consumers and 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 the 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 the communication begins, how purchases are made, and what are the main questions received by your customer service. Data is essential to understand the profiles of the people who come to you.
2. Multiple touchpoints
Simplification is the golden rule, since no one likes to take a long journey (especially when it's virtual) to reach what they want, whether it's a product or an answer. Keep only the contact points strictly necessary for your customers' journey. And this, from the beginning of the journey. For example, how will the person get to you? Does your website have the information your consumers are looking for, in the way they tend to search for it? Is the contact method clear and easy? Are the communication channels integrated?
3. Lack of uniformity in experience
It can happen that the customer had an excellent shopping experience, but if they need to exchange an item, for example, they face back and forth until the issue is resolved. And then the friction is already established. But 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, a disclaimer: data security is important at all stages of the journey!
4. Applying trends because they are hyped
The topic of the moment is artificial intelligence. Does it apply to your company? Probably yes, but it is always necessary to assess whether the technology will truly make a difference in your customer's journey. To do this, you need to go back a few steps in this game of life and assess: does your company put the customer at the center of decision-making? Is it worth using personalization to deliver the expected or better experience? Use automation to reduce bureaucracy 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 static. She needs a constant eye, 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 proactive customer success team, as well as integrating Marketing with the Commercial and Product departments so that the feedback collected through social media customer service (SAC) helps improve the stages of attraction, conversion, service, and post-sale, ensuring that experiences are smooth, engaging, and personalized, as they should be.
