You can’t always get the customer experience you want.


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But if you try sometimes, you just might find you get —— a high amount customer effort and a lot of headaches. I continue to be shocked about the customer experience dysfunction I witness in my everyday life. I have no doubt that you know what I’m talking about. We see the repetitive communication and process execution breakdowns that occur during the purchase of a product or service. To the receiver, customer experience dysfunction feels like the company does not care about its customers and couldn’t care less if they develop (and keep) the relationship.

You can feel the customer experience dysfunction when I refer to a recent purchase where I was sidelined by backorders, late product deliveries, damaged goods, returns, and faulty replacements. After two months and several attempts, the company could never get my order right. I spent countless hours calling customer service, venting my issues through social CRM, rescheduling deliveries and pick-ups, only to ultimately end up back at square one, where I had to start over with a new company.

How high is your customer experience dysfunction? You can hear it on your calls and see the impact from your analytics. Dysfunction cannot be ignored, even if “it was this department’s fault” or “the delivery company’s fault”. You gotta own it like the companies who got these comments will be doing:

“It shocks me your company is able to stay in business with the poor quality of your products. This appliance has never worked properly and it seems not one of your agents in your call center can help me or cares.”

“I wish someone would have told me my product was backordered six months when I bought it. Here I was being pushed to buy the more expensive model because it was a better deal and could serve my needs better. It’s not really serving me since it’s not here!”

“A replacement order was supposed to be shipped more than three weeks ago and no one seems to know where my stuff is. You were quick to take my money but now where’s my stuff?!”

“I was very clear how to spell my company’s name on the new card. Very clear, but why bother because they showed up with the wrong spelling. Now I have 10 credit cards that are wrong and have to call to tell you again how to spell it so you can send the cards out AGAIN.”

Happy Thursday!

Republished with author's permission from original post.

Jodie Monger
Jodie Monger, Ph.D. is the president of Customer Relationship Metrics (CRM) and a pioneer in business intelligence for the contact center industry. Dr. Jodie's work at CRM focuses on converting unstructured data into structured data for business action. Her research areas include customer experience, speech and operational analytics. Before founding CRM, she was the founding associate director of Purdue University's Center for Customer-Driven Quality.


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