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Unmanaged Customer Experience: The Pitfalls

Lately I’ve been on the phone with a lot of customer service reps while getting the new office set up. It made me think back on whether or not we ever had days where the entire customer experience was more than a bunch of menu options you listened to while pounding zero or repeatedly saying “agent” to get to a real person.

Too many companies hide behind this protective wall and their customers are finding different ways around the moat (aka the automated process) like social media or word-of-mouth. Managing the customer experience may leave you with insight and trends on where you can improve your product, processes, support and marketing but having unmanaged customer experience will cost you your customers.

It’s been often said that a company’s reputation is based on their customer experience. Let’s be honest, price will always be important in a purchasing decision but great experience/service is their #1 reason for choosing to do business with a company. What makes up a great experience and outstanding service? Communication.

Poor communication (or lack thereof) could lead to a spurned and disgruntled customer. If they find another company that’s more responsive and easier to get a hold of, beware, they could be ready to jump ship.  Customers who aren’t happy will:

– stay with you until a better alternative shows up;
– become price sensitive;
– openly complain about your service to business associates (uh oh, bad word-of-mouth); or
– look for ways to limit the service you provide (“nope don’t really need that feature” or “let’s scale back to the basic plan only”).

Think about how often you spread the word about a good or poor customer experience and have project that onto your own business and customers. How can you improve or optimize your current state of your customer’s experience? Monitoring their usage and being proactive towards their needs by improving your product, service or even the emails you send out. Customer experience is a 2-way street (that should be) paved with good communication.

 

Ellis Luk

I'm the marketing and communications manager at Totango - but you can call me Chief Content Officer. When I'm not writing, you can find me obsessing over memes, debating grammatical usage or getting distracted by the latest Tumblr gif blogs. Customer love starts with a friendly hello!

  • The “better alternative” doesn’t even need to be that good to make a customer jump ship when things are bad. One poor experience can sour the whole relationship and send customers looking for a brand that will value them and their needs.

  • The “better alternative” doesn’t even need to be that good to make a customer jump ship when things are bad. One poor experience can sour the whole relationship and send customers looking for a brand that will value them and their needs.

  • The “better alternative” doesn’t even need to be that good to make a customer jump ship when things are bad. One poor experience can sour the whole relationship and send customers looking for a brand that will value them and their needs.

  • Pingback: Advantage of Knowing a Customer’s Perspective from Past Experience | Carmit Yadin()

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