Insights

Customer experience isn’t enough. It’s consistency that counts

By

Actual Experience

Online portals have streamlined how people interact with businesses. For companies, they raise employee productivity, deliver an efficient customer success team, and save money, but what happens when customers experience a poor service using them?

The poor customer service loop

One of our team members experienced this a few weeks ago. Poor experience with a purpose built web tool to renew their life insurance. It started with a ….

“Please login to your online account to confirm your personal details are correct. Your insurance is not active until you have.”

That was immediately followed by....

“We are sorry, there is a problem with our systems at the moment. Please try again later.”

A letter arrives a few days later....

“Your contract will be void unless you confirm your details. Please login to your online account.”

Sound familiar? These disconnected experiences are still too common. So what’s the consequence? Come renewal, our colleague switched to a competitor.

As a service provider, poor experiences damage brand reputation and drain the bottom line.

Prioritise consistency

Consistent, positive interactions with a brand has therefore become a crucial competitive advantage, a real differentiator in the digital world, because when the digital world works the way it is supposed to it builds trust and protects brand reputation. The more consistent an experience is, the faster customers become advocates, the longer they stay with a company, and the more understanding they are if issues do occur.

But how do you uncover what it’s like for a customer to interact with your services? How do you consistently deliver a service and ensure it is treated as a strategic initiative protecting the brand?

Experience of a service should take priority. Equipped with a solid understanding of what the human experience is, everyone, from operations and finance to marketing and IT can speak a common language to pinpoint the issue and solve the underlying problem.

A collaborative approach is vital because it makes all stakeholders within a business take ownership. It is a collective problem that all business units can play a role in solving and its possible only through the lens of human experience.

With analytics enabling continuous human experience management, companies can outmanoeuvre competitors, create excellent experiences, and drive customer satisfaction in the right direction. Employees become more productive too, as they’re no longer drawn to technical firefighting arising from poor service or spend their precious time resolving issues that shouldn’t be issues in the first place.

The businesses building experiences into their strategies today are those who will survive now and thrive tomorrow. As history shows, consumers gravitate to companies with a consistent brand experience and focusing on human experience management to cultivate this consistency helps a business flourish, retain more customers and build a resilient, innovative organisation.