According to PwC's Future of Customer Experience report, 32% of customers will leave a brand after just one bad experience. Even when they love your brand, 59% will walk away after two bad experiences.
Knowing this, the first thing you would expect retail brands to do is to start getting their customer service house in order ... wouldn’t you? After all, customer service is the department most likely to make the quickest, most positive impact, on your CX — and prevent up to 70% of customers from leaving along the way. Sound too good to be true? Let’s see.
Brands are (still) losing the battle for CX
Despite the fact that 80% of companies expect to compete mainly based on CX and 84% see an uplift in revenue/profits when they improve CX, companies’ CX improvements keep on stalling, year after year.
The news is the same across the US and Europe. As Forrester says, CX excellence still eludes retailers across the UK and France where the highest scoring multichannel and digital retailers remain at “average” or “good” levels of CX. None at all score within the “excellence” level. Multichannel retailer scores rose only slightly, while digital retailer scores remained flat. Other CX reports tell the same story.
So, what’s going on?
While consumer expectations keep on rising (probably due to the Amazon Effect) many brands are struggling to get a grip of CX. They struggle with defining CX, what its priorities should be, and how to connect the right internal departments. Some senior management teams are still sceptical, and want more proof of ROI before they get serious about CX. Some brands find it hard to get a single view of the customer across multiple channels — systems and data can be a pain. Others say they struggle to map customer journeys across channels.
But let’s go back to basics for a moment. Here’s a question for you: what do you think is the single most important part of designing a great customer experience?
Knowing what the customer expects
“Customer expectations are being redefined every day and the ability to meet basic expectations is table stakes” — Dutta Satadip, Global Head of Customer Operations, Pinterest
The ability to meet basic customer expectations is table stakes when you want to compete on CX. So, what are those expectations?
There’s a lot of media hype about emotions, positive experiences, seamless experiences, personalisation and so on, but if we take a look at PwC’s Future of Customer Experience survey, a pattern emerges.
Nearly 80% of surveyed consumers say that speed, convenience, knowledgeable help and friendly service (and easy payment) are the most important elements of a positive customer experience.
And, when we at ROBIN started researching European online shoppers and their expectations back in 2014, we found exactly the same. When it comes to customer service, customers want it fast, friendly, and effective.
From here, it should pretty easy to connect the dots.
Where customer service and CX connect
If you want to make serious headway in your CX, start getting your customer service up to scratch. Put service to work on meeting customer expectations — today.
When you join The ROBIN Program, we’ll help you get service conversations under control, and start meeting industry targets for four Shopper KPIs:
- Speed to respond
- Effectivity in solving customer issues
- Friendliness of your service team
- Availability of your customer service team
Later, we’ll move on to Operational and CX KPIs. But that is another story.
Before we go, let’s revisit our opening stat: 32% of customers will leave your brand after just one bad experience.
And what is the single biggest reason people have that bad experience?
Yes, it is customer service!
Don’t be left behind.
Join us at eCommerce Expo Wednesday and Thursday 25th and 26th September: Stand F22 and start bringing your customer service into the Experience Age.
See you there!