The 7 most common technology-based customer experience mistakes...and how to avoid them
Unsurprisingly, customer experience (CX) technology can drastically improve the experience you offer your customers. But if your business wants to create tangible customer experience benefits, you need to deploy CX technology strategically and judiciously.
But the industry does not seem to be listening to customer needs. For example, 42% of customers believe seamless experiences across channels is a top CX priority. Yet just 11% of customer experience decision-makers agree, according to research by Wunderman Thompson.
Customer experience mistakes like this can mean that, although businesses are spending more money on CX (according to research by Metrigy), they can struggle to make their CX moves deliver measurable performance gains.
At a time when 86% of customers say a brand experience is as important as the product or service, according to research from Salesforce – the cost of those customer experience mistakes can be momentous.
To help you avoid these pitfalls, we explore the crucial things you need to know first: what CX is, why CX matters, and how CX technology fits into the equation for CX success.
Then we throw the spotlight on the common customer experience mistakes businesses make with technology:
- Over-indexing customer experience technologies
- Inadequate CX technology training
- Lack of comprehensive CX strategy
- Poor CX program design
- Under-measurement–or over measurement
- Mismatched technology choices
- Not mobilizing data effectively
We also explore top customer experience tips and customer experience use cases to help you on your journey.
Let’s dive in…
What is customer experience?
The term ‘customer experience’ (often abbreviated to CX) covers all the ways that your customers interact with your business—this includes all touchpoints across all channels.
The experience you offer customers begins the moment they come into contact with your brand or marketing materials, the way they move through your sales funnel, their purchasing experience, your support services, and (in some business models) how you maintain a relationship with them down the line.
Why does customer experience matter?
Customer experience is the biggest differentiator right now.
In fact, 89% of businesses compete primarily on the basis of customer experience (CX) and 73% of consumers say that CX is a factor when making purchase decisions, according to research by SmartCarrot.
So in short, successful companies are those that take customer feedback seriously, assess customer pain points, and deliver the exceptional experiences that customers expect.
But the standards are high. You need to offer empathy-led experiences that are seamless across all channels. And—most of all—they need to be personalized experiences. A huge 76% of consumers actively get frustrated when confronted with products or offers that are irrelevant to them, according to McKinsey and Company.
What do we mean by CX technology?
Customer experience technology means any piece of software (and hardware, in some cases) that can be employed to improve CX.
Examples of CX technology include in-call technology such as interactive voice response (IVR) and artificial intelligence support for agents, CX management apps, and contact center as a service (CCaaS) platforms.
Is CX technology the same as customer management technology?
In short, no.
CX technology can cover any piece of hardware and software that is employed to boost customer experience.
Customer management technology focuses on customer relationships, customer service, and streamlining internal processes. The most prominent example of customer management technology is a customer relationship management (CRM) platform.
The 7 most common technology-based customer experience mistakes…
And now you know how to avoid the critical pitfalls of a bad customer experience
So, in a nutshell: If you want your CX technology choices to actually improve the experience you provide your customers, you need to:
- Give teams adequate training in the technologies you’re using
- Ensure CX technology is part of an overarching CX strategy
- Design your CX programs around customer needs
- Use CX technology to measure performance
- Match CX technology choices to customer needs
- Use CX technologies to actually mobilize your data to improve CX
Want to find out more about our approach to CX technology?
Check out our technology solutions page.