Retain customers and provide a good customer experience (CX) is not always an easy task, especially in an era where the consumers are increasingly digitals and demanding.

In most cases, it is fundamental that companies’ CEOs invest in customer attraction and retention strategies, in addition to changing the company’s culture and training employees so that they work satisfied – consequently reflecting on the quality of customer service.

But, for these strategies to succeed and to become a reference in CX, these CEOs need to be aware of some CX errors that can disrupt this process.

Why invest in CX?

Independent of a company’s segment and size, the final customer is always the main income of a company.

Tania Futiwaki, Customer Experience Specialist at DNK Infotelecom, explains that investing in CX and improving the customer experience during the service is fundamental for the success of a company.

“Serving the customer well, retaining them and providing new products and services consolidates the company’s business and opens doors to new sales and more customers”, says the specialist.

Data from Accenture also revealed the importance of investing in CX. According to the survey, companies that invest in CX are 8 times more likely to remain relevant than those who do not invest.

Surveys from Opinion Box have also pointed out why investing in customer experience is so important. The survey has concluded that companies that invest in CX, in addition to having more chances to become relevant, they go through moments of adversity in a safer way, as happened during the pandemic, considering digital service. During the period, the CX was indicated by the consumers themselves as an important factor during the purchase decision.

Only 8% of customers are satisfied with the CX provided during the service.

Although most consumers consider the experience as an important factor inside the purchase decision, many companies still leave this experience to be desired.

Accenture showed that, as much as companies say they think about the customer experience (80% of businesses consider that), only 8% of customers really notice that there is a positive experience.

Once again, data pointed to how important it is to invest in good CX practices for business success.

Customers are always looking for a positive experience.

The Accenture survey also shows that in the face of a reality of increasingly digital interactions, social media have become a service space and when dissatisfied, consumers turn to these media to make their opinion clear.

Knowing that these public complaints can impact the purchase decision of others, the customer service in social media has become part of the work in promoting the experience.

According to The Customer Experience Outlook 2021, conducted by Opinion Box, there was a time where the companies were really worried about reducing costs and improving the products quality to make them competitive. Because of that, they started to standardize, outsource and automate their service.

With time, however, these companies realized that the customer service was also a fundamental part for the business success.

Experts explain that social media made the consumer approach the brands and openly expose their opinion, whether to praise or criticize a brand. These consumers then started to become increasingly empowered, influential and demanding.

In this context, the data from the survey showed that consumers are always looking for a positive experience and that this makes all the difference when it comes to retaining them both in online (e-commerce) and physical purchases.

CX errors: what can get in the way of a customer’s experience with a brand?

Customer service success depends on an exceptional CX.

Check now the main CX mistakes made by companies that can harm customer loyalty with the brand, according to consultancies and complaints websites.

1. Problems with delivery logistics

One of the main CX mistakes and also one of the main motives for customers dissatisfaction is the company to sin in terms of delivery logistics.

In addition to price and quality, new era consumers look for convenience and delivery speed, choosing brands that deliver what they want in less time and with the lowest possible cost.

Delivery delays, high delivery fees and long lead times for the product to reach the consumer can make the customer give up on buying from your company and make it less competitive.

According to experts, finding ways to improve the delivery experience should range from finding the right and most cost-effective partners – for both the company and the customer – to providing as much information as possible to your customer.

2. Unauthorized charges

Unauthorized charges are also pointed as one of the main CX mistakes and get in the way of the experience.

According to the Procom, the companies that most receive complaints in Brazil are the telephony ones and the main reasons are the unauthorized charges not requested at the conclusion of the contract.

3. Service that does not work

According to Accenture, many companies still consider that providing a good service is the same as providing a good experience, but this is not always the case. For the consultancy, it is always necessary to think of ways to improve this service.

Experts explain that it is necessary to be always thinking about ways to improve the service, like investing in technologies with humanized, smart and omnichannel service.

“As a CX expert, I consider some fundamental actions. There are: investing in smart technologies, like Artificial Intelligence, IVR and chatbot; allowing the service at different digital channels (WhatsApp, email, etc.) and, mostly, keeping multichannel – after all, all these channels must be connected. The customer sees the company and not the service channel in a different way”, explains Tania Futiwaki.

4. The company does not accept feedbacks

Feedbacks are a thermometer of the functioning of the service and of the experience.

Investing in satisfaction surveys, implementing analytics metrics (Key Performance Indicators) and following the evolution shows what is working and what still needs adjustment.

5. Not focusing the strategies on customers

Putting the customer as a guide in the strategies, identifying their needs and not measuring efforts to satisfy them it’s what makes building a good experience more possible.

DNK is number one in solutions focused in CX and customer support

Aligned with the market trends and needs, DNK offers the best solutions for Call Center and Contact Center, being specialized in the development of high-performance products, solutions and services for companies in the area.

The use of last generation technologies together with a team of experienced professionals, took DNK to constantly innovate to transform the experience of customers and partners with their consumers.

DNK cherishes excellence in customer service, providing their partners with tools and platforms with innovative and customizable functions in order to guarantee a satisfactory and unforgettable Customer Experience

With an excellent cost-benefit, all solutions offered by DNK are intelligent and provide real-time performance reports, which helps leaders and operators to analyze KPIs and identify possible optimizations in customer service.

Besides that, DNK constantly conducts satisfaction surveys to improve their service more and more, based on its customers opinion.

With DNK’s services and products, the customer service is provided through an integrated omnichannel platform, which connects all service channels (whatsapp, voice, web, chat and others) with fast recovery of client’s information and data, in order to offer a complete and satisfactory management of the client journey with differentiated results, maximum security and in accordance with the standards required by the LGPD.

The company is recognized by the market and awarded for solutions and successful cases. Champion of the “Best self-service Solution” category in the XXI Modern Consumer Award and winner of the silver trophy in Client SA 2020 Award in the category “Leader in Innovation Strategy”, in partnership with a client, DNK understands that a well-attended customer is the secret for the success of the service.