Removing CX Obstacles And Pain-points
Posted By: DSG
Removing CX obstacles or frictionless customer experience is the supreme goal of every Customer Experience alchemist regardless of the business type. The empowered customer has ample option and is vulnerable to an abundance of alternative brand promises each pledging to meet their needs and solve their problems. Not only do consumers seek to have their needs attended to and their problems resolved but they what these objectives to be achieved with as little effort or exertion as possible.
Customer journey mapping is the process through which channel and channel touchpoints are examined, whereby data, interactions and voice of the customer feedback is gathered during each stage of the customer experience lifecycle. The journey map deliberately seeks to identify the type and the sentiment of the relationship that a customer experiences with a brand and is particularly useful in identifying obstacles and pain points in CX.
As we know, customers are twice as more likely to share a negative experience than they are a positive one. While positive VoC is useful, negative brand detraction is paramount to recognising significant friction that the customer is experiencing. Through concise categorisation of such obstacles will further assist in identifying patterns and reoccurrence and facilitate the implementation of effective strategies that directly address and eliminate identified CX obstacles.
Although customer experience pain points can be intrinsic to specific business types, there are a few rules to apply in order to avoid CX friction and position an effortless, free flowing CX upfront.
- Remain relevant; deliver optimised content, product and procurement information that is straightforward, easily accessible, user-friendly and consumable.
- Empower customers to take control of their own journey, offer the option for self-service at each stage of the customer lifecycle.
- Support complex purchase decisions by offering valued added insight, information, thought leadership and topic expertise.
- Invest in support staff by bringing them closer to the customer experience journey. There is no customer experience quite like one where first line contact has the authority to travel the full CX journey alongside the customer, beginning to end where necessary.
- Put big data to use. Tap into big data across all channels and touchpoints, both solicited and unsolicited and connect patterns and themes where customers are encountering conflict in order to fast track resolution.
- Own your mistakes, be transparent in your address and commit to finding resolution where possible.
In order to produce a consistent and predictable CX, delivering seamless solutions that address customer needs throughout the customer journey, a brand must commit to paying acute attention to negative VoC feedback and undertake to “sort-out” as many pain points as possible. Simply by listening to what customers have to share is the most direct route to resolving CX conflict.