The main mistakes during the consumer journey

Once more reactive during consumer relations, customers now often dictate the rules to companies. A study by McKinsey & Company showed71% of users expect personalized interactions from companies, and 76% feel frustrated when this does not occur accenture Survey it points out that 91% of consumers are more likely to buy from those who make relevant offers and recommendations and that have to do with their tastes.

For this reason, companies from various segments have invested in improving the consumer journey on their platforms. Usually, this path is divided into the steps: awareness, consideration, decision and purchase. Understanding each topic well, in addition to offering customized solutions that fit the day to day of their target audience, these companies can better understand the channel and the most appropriate time to do this, loyalizing their users. To have an idea, these companies can boston Consulting Group shows that leading Customer Experience (CX) companies grow 190% more than average.

However, some mistakes are still made during this process. This can lead to losses and loss of important customers, who do not feel respected or represented by a particular brand Manager's Yearbook: CX Trends 2024, which shows that 58% of consumers abandon a brand after a negative experience.

Thus, in order to educate Brazilian companies to have a perfect and noiseless consumer journey, below are the main mistakes to be avoided during this stage:

• Fragmented approach

Many companies often deal with various suppliers and contracts in managing the consumer journey.Catching players who offer financial services as an example, there are valuable processes such as KYC (Know Your Customer), credit analysis and even income estimates and predictive evaluations.

However, in some cases, this large set of information ends up very fragmented and leaves the work inefficient, since relevant data can be stored in different systems, which generates rework and makes it difficult to elaborate more assertive insights.In addition, the use of multiple platforms entails a very high cost for the business. 

Here, the most important tip is to try to centralize everything, preferably hiring a unified solution that integrates all these capabilities into one platform. Thus, the player saves time and resources, being able to access relevant information more easily, which optimizes your strategy.

• Lack of updating of customer information

To have a close relationship with the customer, it is important to always be up to date on relevant aspects of his life, such as channels most used by him when shopping, most accessed products, favorite payment methods, more effective contact forms, etc. 

However, most Brazilian companies still do not invest in getting this information, which leads to attitudes that drive away your user, such as making contacts at bad times, offering products that have nothing to do with their tastes, triggering the customer through a channel that he is unfamiliar, absence of a history of interactions, etc.

Connect Shopper Search it points out that only four out of 10 retailers actually know their customer. The same study also points out that about R$ 12 billion are lost because of misplaced offers, and less than 25% of these companies have some basis to bet on targeted strategies.

To remedy this pain, there are now Artificial Intelligence solutions on the market that, combined with data analysis, grant relevant information to players. Now, it is possible to go even a little beyond the traditional, mapping multichannel interactions, online behavior, tax records, profession and even relationships with the competition.

• Not adopting an omnichannel strategy

A survey by Opinion Box it shows that 90% of consumers expect companies to have a multi-channel fulfillment strategy, with 77% of them claiming to have already purchased goods in different channels a Deloitte survey it shows that customers who move between the various touchpoints of the same player tend to spend 82% more than those who limit themselves to just one.

Thus, not investing in an omnichannel strategy can be harmful to the business, causing potential customers to move away from the brand because they feel belittled by it. By integrating communication between various channels, companies increase the satisfaction of their users and, in short, offer a more personalized experience in the purchase process, avoiding noise and promoting greater loyalty.

Just for context, one mckinsey & Company shows that companies that bet on omnichannel have increased market share of 10%.