You know that Customer experience is critical (Read our post here:). But why the hell is it so difficult to achieve. We will give you 11 Challenges in Creating a beautiful User Experience.
- What exactly is User Experience: You have heard of UX and UI.You want to have the best customer experience. But what is CX ? Here are a couple of definitions: One definition By Forrester Research “Customer experience is how customers perceive their interactions with your company “. Another definition by ISO is “A Person’s perceptions and responses that result from the use of a product, service or system” So the first challenge is to be absolutely clear about what CX is. To read more go to the Mckinsey Report.
- It needs a shift in Strategy and Culture. Great CX needs great employee engagement. A whole ecosystem of customers, employees, partners and operating environment needs to be one one page.
It is complex
- It is a massive effort requiring the coming of all departments on one page. It also demands Modern Architecture.
- Customer expectations have gone up dramatically. 72 % of Customers now expect a response on social media within 1 Hour. 71 % of customers expect companies to value their time according to a forrester study. But according to the same study only 17 % companies actually do that.Companies now have to be available 24/7, very accessible, across different mediums, involved and offer personalized, Tailored solutions: Source: Pwc. This is no Mean feat !
- Expectation on Mobile platform. 90 % of customers say they have had a poor experience on the Mobile Platform. First of all we need to reassess the importance of Mobile Internet. Read the article by Benedict Evans where he refutes the theory that Mobile is a subset of Internet. He actually concludes that Mobile IS the Internet. Now decide how important YOUR Mobile Platform Customer Experience needs to be. It’s a No Brainer ! Right.
- Omnichannel Challenge: According to a Gartner survey, It is just not enough now to have a decent website. Phone, Chat, Email, Mobile Apps all need to be just as good.
- Barriers to switch to your competitor are very low. And Patience Levels of the customers are at an all time low. 61% of consumers take their business to a competitor when they end a business relationship. 71% of consumers have ended their relationship with a company due to a single poor customer experience. $83 billion is the cost of poor customer service in the US. Very Frightening.
A customer is 4 times more likely to buy from a competitor if the problem is service related vs.price or product related: (BAIN & CO).
- Sharing Challenge : Customers rely on experiences and reviews by complete strangers ! Speed of sharing is lightening fast. A bad CX can go viral within minutes.”If you make a mistake, own it and move on quickly to fix it“: Tooey Courtemauache
- ‘How to measure emotions’ Challenge : According to a Forrester study, we are biologically wired to be more sensitive to Negative Experiences than to Positive Experience. In a survey about Customer experiences, out of the three E’s, Effectiveness of the solution, Ease with which it was delivered and the Emotions it generated, Emotion was by far the Number One factor for companies to be Loyal to the solution provider.The Challenge here is to know What e Metrics to use. Emotion measuring techniques are beyond the scope of this blog. But suffice to say that this challenge exists.
- R R R C Challenge . Relevance, Responsiveness, Reliability and Convenience. In a Webinar at the Customer Edge show , Dr. Volker Hildebrand, Global VP of CEC Solution Management, SAP, pointed out these four parameters. e.g if you get 100 E Mails every day in your Inbox, 98 of them may be completely irrelevant. If you get a coupon for Red Wine at the checkout counter and you are a Wine Hater, it is irrelevant to you ! Be reliable. Keep your promises. ALWAYS. Be Responsive. No easy task in these days of 24/7 online activity and customers wanting a response within 5 minutes of posting a query, complaint, review or a suggestion.
- DIY Challenge : Customers control their experience by DIY. 73 % do it by phone, 68 % by E Mail, 58 % by Chat, 37 % by Twitter, 76 % by FAQ and so on and so forth. They DO NOT wait for you to engage with them. They do it on their own time, they expect you to value their time and they expect you to respond in matter of minutes. On top of that they are On ALL the time. You better be ready to catch that nugget of information (And respond to it) that comes from the customer Anytime, Anywhere.