Customer Experience (CX) Strategy: Signifying Common Pitfalls & How to End Them


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A robust CX strategy helps brands boost customer loyalty, prevent churn, and achieve long-term success. However, successful CX management requires persistent improvement, which can be frustrating due to several CX challenges.

Bad CX strategy drives customers away from a brand. Customers only continue associating with brands if they meet customer demand and expectations. So, what are the common CX strategy pitfalls brands 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

Devising CX strategies means putting customers first. Extensive user research helps brands determine which products to develop and UI and UX design options to personalize the product experience for a wide customer segment.

However, many brands misunderstand this fact, and their customers go unnoticed. Brands can run into issues gathering accurate data, managing customer expectations, and measuring the right metrics.

Due to this, they fail to deliver the desired results to customers. This is because they have no insight into what their customers want. It also makes building a 360-degree customer profile challenging and understanding the common pain points. Unfortunately, customer loyalty and revenue are also compromised in the process.

How to Fix it?

  • Customer-centric strategies will help marketers infuse everything customers want from brands.
  • Develop customer personas as per insights and data using a combination of common usage patterns, product, and behavioral analytics.
  • Run surveys and feedback sessions to understand customers’ sentiments, usability gaps in the product, and any issues the product cannot address.
  • Use AI to determine customer location, spending, and demographic behavior patterns.
  • Additionally, conduct CX training programs for teams to show how customers behave, deploy customer-centric goals, and build strategies accordingly.

Data Silos

Previously, sales and marketing would have separate customer databases. However, this creates considerable discontinuity in the CX, leading to incorrect assumptions and assessments of customer needs and priorities. Data silos also hamper communication and distort the brand’s view of the customer.

As per a recent report by XPLM, ” Industry Study 2023: Companies cannot control their data silos,”

  • 36% of business leaders state that data silos hinder cross-departmental exchange at their company.
  • 35% state that data silos weaken their innovative strength/competitiveness

Therefore, diminishing data silos is highly crucial when it comes to devising a CX strategy. Brands must have all the data at a single location. This will help enhance the overall data quality. It will also help seek accurate insights that would have been challenging to acquire within siloed data.

How to Fix it?

  • To fight data silos, use an omnichannel analytics platform. It stores all gathered data from all channels on a unified interface.
  • Platforms like the above help brands acquire actionable insights from their real-time data to understand what may be impacting their KPIs.
  • Consolidate all customer data into a customer data platform (CDP). This way, it becomes easy to obtain a unified view of the customer. It also ensures continuity in the relationship and builds a strong foundation for journey mapping.

Inability to Convey Business Value

The inability to convey business value to customers is one of the biggest roadblocks and common pitfalls of the CX strategy. Many marketers focus on the product’s attributes rather than communicating its value to the customers, resulting in dissatisfied customers.

How to Fix it?

  • Demonstrating core business metrics is the best way to bridge the gap between business value and customers.
  • Showing how CX’s strategy influences customer analytics will help brands connect more with customers and deliver the right solutions.
  • To emphasize customer-centric service, brands must use customer retention metrics.
  • At the same time, monitor the upselling of products and services to understand whether or not the CX strategy is working.
  • These approaches are vital to building complete, efficient, and actionable CX strategies. This will help reduce unsatisfactory CXs in the future.

Lack of Creativity at Scale

Creativity attracts customers, but many brands lack creativity while building CX strategy. Lack of creativity is among the biggest killers of personalized, high-quality, and valuable CXs.

How to Fix it?

    • Lack of creativity results in revenue loss and fewer customer engagements.
  • The best way to overcome this challenge is to have a forward-thinking process that comes from imbibing newer ways of thinking and communicating when building an outreach strategy.
  • Transformational thinking helps generate exceptional ideas that will help to reach business goals and boost customer engagement. This is possible only by experimenting with ideas and deploying tools to capture customer attention.
  • This way, brands can deliver high-quality and valuable CXs.

Ambiguous ROI for CX Projects

A successful CX strategy requires considerable investment. This means brands must have a solid view of the ROI for CX. Lack of clarification of ROI could result in weaker confidence in the investment and less appreciation of the process value.

How to Fix it?

  • It is essential to calculate the CX ROI accurately to overcome this challenge.
  • The first step is to list the metrics that CX affects most heavily. This includes revenue, customer satisfaction, cost to serve, retention, and upsell.
  • The second step is to build correlations between the customer journey analytics and the above business metrics by determining the drivers of the customer’s behaviors.

Moreover, brands need a number on what they are investing in to get CX ROI. This includes training, tech, and operating costs, the time expended, and estimates of ongoing expenses.

Anushree Bhattacharya
Anushree Bhattacharya
Anushree Bhattacharya is a Senior Editor with Ondot Media, where she covers stories on B2B business technology strategies and corporate technology culture. She is a quality-oriented professional writer with eight years of experience. She has been curating content for the B2B industry, and her writing style is inclined toward how businesses want to perceive information about emerging digital transformations and technology developments in the markketing landscape. Anushree blends the best information on trending marketing technology-driven stories and is proficient in curating information-driven stories about all marketing technology for TalkMarTech publication.


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