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3 Helpful Steps For When Your CX Has Gone Wrong

Improving Your CX Program Now Will Help Deliver Frictionless Service & Memorable Experiences

As CX becomes the deciding factor in customers’ choice of a brand, companies choosing to cut back their customer experience (CX) spending may want to reconsider. More than two-thirds of marketing leaders responsible for CX say it’s their primary point of competition—which explains why bad CX can have such a detrimental impact. PWC reports that 32% of all customers will quit a brand they love after just one negative experience.

Considering the high stakes of failure, it’s a challenging time to run a business. Customers have higher expectations than ever, and as CX technology evolves, so do consumer expectations. They’re looking for the fastest, easiest service at the best price—and quick, friendly resolutions when issues arise. That leaves brands under pressure to deliver the perfect balance of frictionless service and memorable experiences.

If you’ve made the smart decision to invest in your CX program, how can you be sure you’re doing it right? Here are the top three things you can do to keep your CX program on track—and ensure you don’t lose a third of your customers to bad experiences.

1. Scour every channel for feedback

Seeking out customer feedback can be nerve-wracking because it opens the door to criticism. But try as you might to avoid it, evaluating customer satisfaction and sentiment simply makes good business sense. It’s the only way you can truly determine where you’re losing customers and how to fix it. Plus, you’ll uncover lots of positive feedback along the way that will help you identify where you’re hitting it out of the park.

You can solicit customer feedback directly through surveys, polls, and feedback forms. But there’s also a goldmine of indirect customer opinions, perspectives, reactions, and reviews of your brand online. Dig into your own social channels, as well as review sites, forums, and discussion threads to learn as much as you possibly can from your customers. While strategies for collecting feedback vary, the main goal is simply to listen.

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2. Figure out exactly what customers expect

Uncovering quality customer feedback is like striking gold for your brand because it can translate directly to insights, which inform improvements, which then generate more leads and conversions. When you think of it that way, there’s a direct link between feedback and revenue generation. However, a lot of work has to happen in between those steps before you see results.

Once you’ve collected your customer feedback, the real work begins. Perform an analysis on the data you’ve collected to measure overall customer sentiment and identify common themes—including pain points, issues, complaints, and positive experiences. A social listening strategy can help you extract insights from indirect feedback shared on social channels. And a voice of customer (VoC) engine can help you analyze structured and unstructured comments to evaluate sentiment.

Not everyone is a data scientist, so the right technology is key to success. You’ll want to get expert help and ensure you have the right data analysis tools to really understand the feedback you collect.

In a customer’s mind, there’s nothing worse being asked about their experience, only to receive radio silence in return. If you’re collecting feedback, you’ll also want to put the right mechanisms in place to respond to it consistently, effectively, and in a way that makes customers feel heard (even—and especially—the angry ones).

3. Put your insights to work

The real challenge—and the best results—come when you start acting on what you’ve learned. Once you have your insights in hand, share them with the whole team to create awareness, understanding, and action across the organization.

Because good CX is a philosophy that pervades every aspect of your brand, everyone needs to be informed about your collective CX goals and how you plan to achieve them. By keeping the whole team in the loop, you can create buy-in and internal adoption that drives success. Better yet, develop a training program that shows everyone, from sales execs to contact center agents, how to address the issues you’ve identified—and why it matters.

Ultimately, when you have a well communicated plan for better CX, you have happier employees — and you make the customer experience better too.

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Reap the rewards of happy customers

The process of addressing weak spots in your CX doesn’t happen overnight. And sure, it can be hard work. But it’s the fastest route to new market share. Delivering an excellent customer experience is the best way to show your customers exactly what they mean to you—and keep them coming back for more.

Check out our Wave Zero blog for more insider tips, industry insights, and thought leadership about how to level up your customer experience.


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