Page 18 - AeM_Dec_2018

BEST PRACTICES & STRATEGIES

Customer Experience myths

you shouldn’t fall for

According to a study of the consulting firm Bain & blunder of huge proportion.
Company, 80% of CEOs are convinced to offer their
customers an excellent Customer Experience (CX), The reason for that is simple: Unconsciously, human
however only 8% of their customers felt the same way, beings search everywhere for patterns and therefore
which describes the dilemma. deviations attract their attention. However, we
instinctively consider such irregularities to be irrelevant
The customers feedback should trigger alarm bells, since if they do not affect us personally. Disasters, of course,
consumers have nowadays more product- and service do not happen very often, and we usually think that
choices than ever before. A rethinking that leads to a they will never happen to us. That's why we take note
holistic design of the customer experience is urgently of it, rate it, and ignore it.
needed, because only that way products awareness for
products and services can be increased, as well as their Take, for example, the case of Adidas, which made the
share of wallet and the positive brand perception of their wise decision to focus on the customer experience and
customers. to bethink themselves on their brand values. What the
sporting goods company found out is that people buy
In their efforts to create an impeccable customer sneakers not only for jogging, but also as a fashion
experience, companies often make false assumptions - statement – and that some retro models even sold
myths that tenaciously promise great successes but extremely well. But in April 2017, the disaster hit when
don’t deliver the expected results. They listen to the Adidas wrote an email to the finishers of the Boston
wrong advisers, develop inappropriate programs and use Marathon: "Congratulations, you survived the Boston
obsolete technologies that do not provide usable Marathon." 2017 marked the fourth anniversary of the
insights. 2013 bombing and the public outrage was as you can
imagine enormous. Therefore, Adidas posted an
Luckily, Luke Williams, CX Strategy & Measurement obviously sincere apology, which resulted in a sales
Expert at Qualtrics, presents us with four CX myths that increase of 31% by the end of the year, while revenues
companies should not believe in order to avoid losing out from other leading suppliers fell in the same market
on profits, wasting resources or damaging their brand segment. Repeated small omissions, such as a
image. consistently unpleasant customer experience, would
ultimately be more damaging to the customer lifetime
Myth # 1: Disastrous mistakes hurt a brand value.
more than small glitches
Myth # 2: Word-of-mouth is the ideal way
While it may seem plausible that a howler does more to thrive
harm to your image than a series of small mistakes, in
fact the opposite is true. Several small glitches or Positive word-of-mouth is a good way to boost the
systematic failures cause more damage than a single awareness, relevance and appreciation of a brand in

18 December 2018 - Customer Experience & Customer Journey