TECHNOLOGY

Study: Five customer experience disconnects to avoid

BY Marianne Wilson

Brands need to do a better job connecting with customers in several key touchpoints.

That’s according to a new study from customer experience platform provider InMoment. Data from “CX Trends 2019” reveals that 50% of brands believe they are “definitely” doing better at delivering an excellent customer experience, but only 11% of consumers agree.

The study also identifies five specific customer experience trends that demonstrate a disconnect between brands and customers, and offers recommendations on resolving them.

1. Lurking vs. Listening. Seventy percent of consumers, but only 40% of brands, said direct conversations with consumers are the best method for brands to capture how customers feel about them and the experience they provide. Only 26% of brands have these types of conversations with consumers. InMoment recommends that brands prioritize direct conversations over “lurking,” or monitoring social media feeds to determine customer sentiment.

2. Dismissing the Human Factor. Forty-two percent of consumers said better service from staff is the most important thing brands can do to improve their customer experience. Only 24% of brands ranked staff service as most important. InMoment advises brands to focus on hiring, training and empowering the right type of customer service associates.

3. Pathetic Personalization. Twice as many brands (42%) as consumers (21%) said personalization makes customers feel cared for. Almost eight in 10 brands (79%), but 46% of customers, think knowing a customer’s name is important. InMoment suggests that brands concentrate on tracking metrics like buying habits and purchase history, which can directly improve customer experience, rather than using customer names in communications.

4. Neglecting Non-Buyers. Brands should not simply ignore customers who visit a site or store and leave without making a purchase. Many customers would like to be engaged to explain why they did not buy anything. InMoment data reveals 37% of non-buyers want to tell their story on a brand’s website, 22% prefer survey comments, and 13% want to tell employees. Only 5% prefer review sites.

5. Definition of Loyalty Diverges. While brands and consumers both mentioned positive feedback and reviews as loyalty indicators, brands did not realize the value of negative feedback and reviews. However, consumers said they view negative feedback as an opportunity to inform brands how to improve their customer experience, and will forgive brands who incorporate their negative feedback into improvement efforts.

InMoment surveyed 1,000 consumers and 300 brands in the U.S.

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