El alto precio de una mala experiencia de cliente

A recent global research study conducted by Oracle found that brands are aware they could lose up to 20 percent of their annual revenue because of poor, inconsistent customer experiences. Yet many companies still struggle to develop successful strategies for pleasing and keeping customers.

Great Intentions, Lack of Execution

The Oracle report surveyed over 1,300 senior-level executives from 18 countries to gain insight about how to succeed when it comes to providing a superior customer experience, and challenges faced along the way. Of those surveyed, 97 percent of executives believe that providing a great customer experience is absolutely critical to ensuring a successful business, and 93 percent of executives rank improving the customer experience as a top-three priority over the next two years. In fact, 91 percent want to be known as a customer experience leader in their industry.   Making an investment in the customer experience is necessary to deliver the best possible result – which is, of course, to make and keep customers happy. Unfortunately, goals are not the same as reality. Many organizations, though they are aware of the integral role that customer service plays, are stuck in place. Mainly, they’re baffled about the proper and most effective execution to get the results they want. Thirty-seven percent are only beginning to implement a formal customer experience initiative, while only 20 percent would classify their customer experience initiative as advanced. One of the biggest gaps between perception and reality is evident regarding executives’ beliefs about their own customers’ behavior. While 49 percent of executives believe a poor customer experience can incite a customer to switch brands, the fact is that 89 percent of customers have actually switched brands because of a bad experience. That 40 percent discrepancy can be the difference between success and failure.

Implementing Multiple Levels of Technology

In-stock items, good prices, or flexible hours aren’t enough to retain a customer. Making an investment in the customer experience is necessary to deliver the best possible result – which is, of course, to make and keep customers happy. Fundamental customer experience strategies must resonate organization-wide in order to reach the customer. From executives to managers to service agents to processes and technology, the objectives must be clear and in place in all areas of a business in order to be truly effective. Businesses estimate they will increase spending on customer experience technology by 18 percent in the next two years, with a focus on improving the cross-channel experience and customer analytics. Eighty-one percent of executives believe that social media is especially influential in underscoring a positive customer experience, though it must be leveraged properly to make the biggest impact. A primary concern for many companies, however, is simply getting in the social media game: Over a third of businesses are lacking in social media for sales channels or customer service.

Solutions for the Present and Future

It’s not possible for a business to be all things to all people, but there are key points of the customer experience that can be addressed to ensure a level of satisfaction that will keep people returning to a business and prevent them from abandoning it in the middle of their experience. There is clearly a need for retailers and service businesses to implement – and, most importantly, properly execute – new customer service approaches to succeed in satisfying new and repeat customers alike. “We recommend that organizations map their customers’ journeys to identify specific improvement areas that will help them cross the execution chasm. By empowering customers and employees, breaking down organizational silos, and implementing flexible processes and technology tools, organizations can deliver personalized, seamless customer service through the entire experience lifecycle,” said David Vap, group vice president, Oracle. The good news is that there are plenty of ways to improve the customer experience, particularly in one very critical area: the checkout/waiting line. Learn more about these methods and how to implement them in the Lavi guide Improving the Customer Experience.