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Customer experience can be negatively impacted by issues that occur repeatedly or others on an occasional basis. Customer dissatisfaction points often cause friction and frustration. This can turn your customers into dissatisfied customers, increasing your churn rate and therefore decreasing your lifetime value.
Also, dissatisfied customers have a higher cost of support and attention. Therefore, reducing these points of dissatisfaction is critical for the company and therefore for its bottom line. That is why it is essential to measure customer experience with either an NPS or CSAT indicator. You can see how to use both in this video of the expert Adrian Swinscoe.
HOW TO REDUCE CUSTOMER DISAPPOINTED POINTS.
To reduce dissatisfaction points you should:
1.- Align operations around the experience by reviewing the customer relationship process mapping.
Use the customer journey map and focus it on the key customer relationship processes. Customer journey mapping provides a rigorous way to understand and focus priorities within your customer relationships. To learn more about the customer journey map you can access the following link.
2.- Build an optimal customer journey, analyze the current customer experience and collect the unified voice of the customer. .
Once the customer journey map is built, look for inputs and understand the critical points around the customer journey. Utilizes multiple sources of information. Create a single system of decisioning and focus. All this is known as the listening path.
3.- Proactive management of the user experience
Develops the ability to predict customer performance, rebuilding and innovating at the touch points.
Manage customer dissatisfaction with appropiate actions
To improve the customer experience it is necessary to apply the feedback obtained to the customer’s daily operations. Talk to them and offer them appropriate actions.
The key is to close the gap with respect to the feedback obtained and to involve the company in customer satisfaction.
The importance of a unified customer experience picture
The starting point is the creation of a unified picture of the customer experience in the company. The gap between the desired and actual customer experience indicates where actions should be focused.
The voice of the customer process must be linked to strategic decisions and day-to-day decisions.
It is important to have metrics to see what is working and what is not working. To finally prioritize improvements.
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