Moments of truth (MOTs) are critical interactions between a customer and a brand that have a significant impact on the customer experience. Marketers now create elaborate customer journey maps oriented around MOTs and other "moments that matter" in a consumer's path to purchase. However, despite having more tools, technology, and data than ever, the actual customer experience often falls flat.
Yesterday, I received a thoughtful post from Marketoonist. Here are my thoughts on this.
Reasons for failure
There are a number of reasons why customer experience falls flat, despite the best efforts of marketers. Some of the most common reasons include:
- Lack of customer focus: Many companies are still more focused on their own products and services than on the needs of their customers. This can lead to a disconnect between the customer experience that companies think they are delivering and the experience that customers actually have.
- Silos between departments: Different departments within a company often operate independently of each other, which can lead to a fragmented customer experience. For example, a customer may have a good experience with the sales team, but a bad experience with the customer support team.
- Failure to use data effectively: Companies collect a lot of data about their customers, but they often don't use it effectively to improve the customer experience. For example, companies may not be personalizing their marketing messages or providing relevant recommendations to customers.
- Lack of employee training: Employees are often the face of a company, so it's important to invest in their training to ensure that they are providing a good customer experience. However, many companies don't invest enough in employee training, which can lead to inconsistent and poor customer service.
- Failure to listen to customer feedback: Many companies don't listen to customer feedback or take it seriously. This can lead to customer frustration and dissatisfaction.
Here are some live examples of how customer experience can fall flat, despite the best efforts of marketers:
- A customer who tries to return an item to a store, but is faced with a long line and unhelpful staff.
- A customer who calls customer support for help with a product, but is put on hold for a long time and then transferred to multiple different people.
- A customer who receives a personalized marketing email, but the recommendations are completely irrelevant to their interests.
- A customer who has a problem with a product, but the company's website makes it difficult to find a solution.
- A customer who posts a negative review on social media, but the company doesn't respond.
Here are some tips for improving customer experience:
- Focus on the customer. Put the customer at the center of everything you do. This means understanding customers' needs and wants, and designing products and services around them.
- Break down silos. Create a customer-centric culture across entire company. This means breaking down silos and ensuring that all departments are working together to provide a seamless customer experience.
- Use data effectively. Use the data you collect about customers to personalize their experience. This includes providing relevant recommendations, sending targeted marketing messages, and offering personalized customer service.
- Invest in employee training. Train employees on how to provide excellent customer service. This includes teaching them how to handle customer complaints, resolve issues quickly and efficiently, and go the extra mile for customers.
- Listen to customer feedback. Collect customer feedback regularly and use it to improve products, services, and customer experience.
Customer experience is essential for businesses to succeed in today's competitive marketplace. By understanding and addressing the common reasons why customer experience falls flat, businesses can improve the experience they deliver to their customers and build lasting relationships.