Very often, brands fail to identify Customer Experience (CX) strategy pitfalls. It could be a disaster for a successful brand messaging exercise.
An incomplete customer experience (CX) strategy drives customers away from a brand. Customers only continue their association with brands if they deliver to their demand and meet their expectations. It’s a quick response, and the result is often that organizations can experience failure if they do not have a robust plan to stay consistent by delivering customers’ demand at scale.
What common customer Experience (CX) Strategy pitfalls do organizations periodically face, and how can they end them? Here are the pitfalls and ways to bridge the gap to help deliver desired customer results.
Customers are Not Prioritized
Planning for customer experience strategies means putting customers first. However, many organizations misunderstand this fact, and their customers go unnoticed. Consequently, brands fail to deliver the desired results to customers as they have no insight into what their customers look for. Likewise, brands sacrifice long-term customer loyalty and revenues in the process.
How to fix it?
Brands should prosper customer-centrality as a part of the overall business. This gives marketing leaders a direction to infuse everything customers want from brands. To do that, brands should provide a unified customer feedback and analysis platform across teams and departments associated with understanding their behavior. Additionally, marketing leaders should develop CX training programs for teams to show how customers behave, deploy customer-centric goals and build strategies accordingly. This will foster marketing strategies where high-quality CX may flourish.
Inadequate Customer Data Gathering
Poor customer data gathering is another common pitfall often witnessed in an incomplete CX strategy. Data is an asset for businesses, and in order to become customer-centric, brands should understand the desired requirements of customers. This makes data critical for marketing leaders, and should encourage them to deploy the best possible tools for analysis of this gold.
How to Fix it?
Data extraction technology and software and Customer Data Platforms (CDPs) assist marketing leaders in analyzing and storing substantial volumes of customer data and integrating them into building practical and actionable CX strategies.
Data can even help brands to segment customers as per demographics, geographies, pain points, preferences, choices and goals.
This methodology provides a 360-degree perspective of customer behavior. In this way, brands can easily associate with customers and provide desired solutions to them with the help of the right strategies.
Creativity Lacking at Scale
Creativity attracts customers to associate with brands. But, many brands lack creativity while building CX strategy. Again, this is a common pitfall brands have in the building CX strategy process.
Lack of creativity is one of the biggest killers of personalized, high-quality, and valuable customer experiences. Businesses tend to neglect innovation and creativity in strategy and initiative to deliver outstanding customer experiences.
How to Fix it?
The outcome of this pitfall leads to revenue loss and their customers turning away from any kind of engagements. The single yet essential way to overcome it, is to have a forward-thinking process that comes from imbibing newer ways of thinking and communicating is the designing of communication and outreach strategy.
Brands can use transformational thinking as a nurturing tool to bring innovation and help to generate exceptional ideas to reach business goals. This can be possible when communicators are ready to experiment, include bolder steps and ideas, and deploy tools that allow this freedom. This will help brands to capture the attention of the customers, by delivering high-quality and valuable experiences.
Inability to Conveying Business Value
The inability to convey a brand’s business value to customers is one of the biggest roadblocks and a common pitfall in the CX strategy landscape. Many marketing leaders focus on their product’s attributes, failing to connect them to the customers’ business challenges thus providing actual value, which leads to dissatisfied customers in the end.
How to Fix it?
The best way to bridge the gap between business value and customers is by demonstrating core business metrics. Showing how CX strategy influences customer analytics paves the way for brands to connect more with customers by delivering the right solutions.
To emphasize customer-centric service across the organization, marketing leaders can use customer retention metrics that share details about existing customer loyalty. In addition, leaders can show upselling of products and services by customers that show the improvement of customer experiences every passing year.
These approaches are key components of building complete, efficient, and actionable CX strategies across the organization that will significantly help reduce unsatisfactory customer experiences in the future.