What causes a bad customer experience?
Acquiring a new customer can cost five times more than retaining an existing one. And what do you think has the biggest impact on customer retention? Customer experience, of course.
What exactly does this mean? What actions should you avoid if you don’t want to lose customers? Find out by reading the following article.
What is customer experience anyway?
Each interaction between the customer and your brand shapes the level of customer satisfaction with the services you provide. Customer experience is the result of all of them – everything you do impacts your customers’ opinion and their decision to keep coming back or not.
According to the McKinsey report, companies that are working on optimizing customer experience have observed a 10-15% increase in revenue, a 20% increase in customer satisfaction, and a 15-20% reduction in costs.
There is no one good way to improve your customer experience. The most important thing is to get to know your target group and understand their needs and problems – and then meet these expectations.
What causes the bad customer experience?
In order to start working on customer experience, you have to realize what can negatively affect it. Below you will find some examples of such things – based on research by Hotjar.
Long wait and response times
The endless waiting for someone to pick up a call from a client should be a thing of the past. Just like replying to e-mails after a few long hours or days.
Why should customers wait when, thanks to modern solutions, they can receive an answer immediately?
Employees who do not understand the client’s needs
Not everyone is a born psychologist. Moreover, not all companies have implemented a clear division of responsibilities.
However, thanks to automation engines complex inquiries can immediately go to the appropriate department or person with the required competences.
Unresolved Problems
A customer reporting a problem expects it to be resolved as soon as possible. Unfortunately, this is not always the case.
This is often caused by overworked consultants. You can prevent it by replacing them with artificial intelligence – in certain areas, of course.
Lack of personalization
Today’s customers don’t want to introduce themselves and report their history of interacting with your business each time. It’s simply a waste of time.
They won’t have to do this if you implement an automation engine that will collect all the necessary data about your clients.
Rude employees
Sometimes everyone has a bad day. Contemporary consumers, however, do not want to worry about this.
This does not mean that you should judge your consultants – their attitude can be the result of overwork. The implementation of automation brings two benefits in this situation: it relieves employees and gives you full control over the sent messages.
Too much automation
Automation can bring real benefits to your business, but only if it is implemented in a thoughtful way. Customers are fed up with poorly automated hotlines or ineffective chatbots.
Why? Because these solutions do not use machine learning. You should know that it is what makes the algorithms to learn with each conversation, thanks to which they efficiently solve customer problems – and in the end, that’s what they really want.
How to measure customer experience?
If you want to control the level of customer experience in your organization, you can use the following indicators:
- Net Promoter Score (NPS). This type of satisfaction survey involves asking customers just one question: „On a scale of 1 to 10, how likely is it that you would recommend our company to your friends?”
- Customer Effort Score (CES). It is an indicator of how much effort a client had to put in order to get help.
- Customer Satisfaction Score (CSAT). It informs about the level of satisfaction with a given service or product. The client expresses his opinion by indicating numbers on a scale from 1 to 5.
- Time To Resolution (TTR). This indicator is calculated by dividing the response time to the queries by their number.
Summary
Customer experience is one of the most important indicators in business today. It is greatly influenced by customer service and its quality. Thanks to reliable partners – artificial intelligence and machine learning, you can shape it to meet the expectations of modern consumers.
Find out how AI Busters can help you improve customer experience in your company.