1. Ignoring customers’ preferences
Any successful customer experience program needs to take a tailored approach. Every individual has their own unique preferences, from the communication channel, to the type of content they like to receive. Businesses firstly need to ensure that they provide customers with the means to express their preferences, but they also need to take them on board; it is this area where brands tend to fall down. It’s crucial that companies don’t just record customer preferences but put them into practice whenever they are communicating with that person going forward.
The key to this is twofold. Firstly collaboration across the organisation is crucial. Responsibility of a single customer journey is often divided between multiple business units, this causes problems with consistency. Teams must communicate openly and constantly to avoid customer preference information falling through the gaps. Secondly, businesses should acknowledge that managing customer experience preferences at scale can’t be done without the right technology. Businesses should harness technology which automatically captures customer information and shares it amongst CX stakeholders, regardless of department, helping to overcome internal silos.