7 Signs Your Digital CX Strategy is About to Backfire

Jedda Cain
8 min read
Nov 30, 2018
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Digital CX strategy

Keeping your customers unhappy for long is bound to affect your business in a negative way. Do you know that U.S. companies lose over $62 billion annually, simply because of poor customer support? You might find it quite alarming that just after one negative experience, 51% of customers are not likely to deal with that company again.

If you are wondering why the business graphs and progress reports of your company are not really impressive, there might be a poor or less competitive digital CX strategy at work. However, it’s never too late for anybody to learn from the mistakes and make a comeback worth appreciating.

If you want your business to climb the stairs of ultimate success and recognition, then it is time to pay attention to the seven alarming signs of a poor CX strategy which is keeping your business away from all the attention it deserves.

Take some time out to read what’s included in the list. Recognize all loopholes and rectify the same with a smile of optimism on your face.

#1. Employees are not in sync with each other

Communication is one big word when it comes to an organization’s success. Especially when the context is digital customer experience, you cannot ignore the importance of an open-ended conversation and transparency in customer support. Lack of team education among the employees belonging to different strata of an organization might give rise to confusion among consumer support executives, creating hurdles in terms of delivering solutions and conveying messages.

Actionable point: You should consider educating the office team with consumer insights, market knowledge and a clear idea of their individual job role. For example, Amazon has recently been ranked highest in overall customer satisfaction according to a survey conducted by ForeSee.

This is probably because of the fact that the organizational communication between the employees is clear, concise and seamless. As a result, they are able to serve customers better, with proper insights, background knowledge, and a clear idea of how things work.

#2. There’s a dip in customer retention rate

A dip in the customer retention rate can potentially be another indication of a poor digital CX strategy and an alarming sign that you are completely messing with it. Remember, while running a business, you may afford to do anything and everything under the sky, but losing your clients is a big No-No.

Every time you are failing to retain your client, you’re missing out on the opportunity to generate the coveted annual revenue for your company. Now, in case you are experiencing that your consumers are losing interest in your services and products, and opting for your contemporaries present in the market, you might consider improving and working on the CX strategies for a change.

Actionable point: First things first, you got to figure out if there’s something wrong with the present team of customer support executives. You should try addressing and acknowledging all grievances and negative comments posted by your clients and come up with quick solutions to resolve all issues.

According to a survey, it has been found that automobile giants like Toyota and Honda have the best customer service. No wonder, Toyota has also been included in the Forbes’ list of companies having the best customer services. The moment you start interacting with your consumers and help them with the answers they are looking for, the level of trust and brand reliability among them will eventually reach its zenith.

#3. You’re always in a hurry to reply

Replying without adhering to your customer’s query is not a good sign. I mean, it’s cool that you are active and ready with an answer, but not cool enough if you are doing it without even listening to your customers. You got to pay attention to your customers and listen carefully to what they have to say. It is not wise to answer before knowing the query of the person on the other end of the chat box.

Actionable point: First things first, you should learn how to become a good listener. Since you are mostly interacting with customers via digital platforms, it is important for you to take note of each and every query made, and questions asked. Luckily all conversations with customers that happen in LiveChat are stored in the archives, so you can come back to them anytime you want.

Customer service agents also have to take calls. In order to manage multiple calls, they tend to end calls faster with hardly a minute of conversation with the clients. But, that won’t really work anymore.

Take a look at Google. Have you ever seen that the search engine is making its users wait for long or making things complicated for the consumers to conduct online research? No wonder it has an ACSI (American Customer Satisfaction Index) score of 82. Moreover, customers are also of the opinion that the search engine has the most accurate results.

#4. Social media likes and shares are your biggest concern

It’s a good thing that your product and services are getting the desired social media exposure. However, things might not tend to remain this good for long if all that you are worried about is the number of likes and how many times a particular promotional content gets shared.

You should also think of all the necessary strategies and backend supports that are imperative for favorable digital customer experience.

Actionable point: Especially for small businesses, social media likes and shares will come much later, as the primary point of concern should always revolve around real time customer satisfaction. This reminds of a beautiful quote used by Prof. Davis Arthur, an online educator and essay help expert from Chicago “One good customer support is equivalent to acquiring a thousand “likes” on Facebook”.

#5. Taking fewer complaints as a sign of success

Are fewer complaints making you glad? Beware! It can simply be the other way round. Receiving fewer complaints might not be a sign of excellent customer service. In today’s world of fierce competition, people hardly have the time to keep commenting about your products and services every single time. The responsibility is entirely yours to figure things out based on real-time findings, and not merely on the basis of silly assumptions and guess works.

Actionable Point: As a part of the actionable point, you might choose to keep track of all customer interactions made from time to time, and maintain a well-documented record of the same for the purpose of quality assurance. You need to plan things in a way that can encourage consumers to leave their feedback more frequently.

As per Mr. Adam Paul, Sr. client relationship manager and assignment helper says: “Introducing credit points and bonus schemes for the users commenting on the services and products offered may motivate them to give more feedback.”

After all, acquiring and analyzing customer feedback is certainly one critical metric that determines rewarding CX.

#6. Over-reliance on resolving queries

You may be fast and super active in resolving client issues and providing them with a solution. But, are you really focusing on the quality? This is one question you should always ask yourself before being too confident about it. Being faster in attending customer queries do not necessarily indicate the fact that you are actually resolving the issue with quality assurances.

Actionable point: The idea is to introduce value-driven digital CX strategies, so that the entire approach can add some value in the form of takeaway insights for your customers. For example, Nike has moved beyond being an international shoe brand. It has come up with an entire world of service add-ons and tools to support consumers in fulfilling their athletic aspirations.

The brand apparently tells stories about lifestyle and achievements, which is way more than just a product. Are you getting a drift of it? Things are no more limited to resolving issues faster. Qualitative customer support and service is the newest wave of change.

#7. Lack of willingness to explore enough digital CX tools

If you are clinging to that one customer service and communication tool, and not really willing to explore new things, then you will definitely mess things up with your digital CX. Insisting upon using that one particular resource or tool may leave you with limited scope to cope up with what’s trending. So, it is always a better choice to monitor things closely and train customer service executives to use the essential tools imperative for an ideal customer service experience.

Actionable Point: There are multiple advanced digital CX resources and tools left unexplored. From LiveChat's Knowledgebase tool so customers can easily find answers inside the app, to powerful CMS application like Adobe Experience Manager helping in managing content and building assets for mobile, web and social media channels, there’s a sea of software to help you ensure an advanced and more functional digital CX.

Try to figure out resources and latest digital CX tools you haven’t explored yet. Start using them if you feel that the resources have the potential to resolve the challenges more effectively.

Learn from the mistakes and improve your digital CX

The digitization of marketing and product selling has perhaps changed the order of business, making people more tech-savvy. However, to look at things from the perspective of a marketer, it is imperative for an individual to keep good vibes coming in. A consistent, constructive and value-driven digital CX will always help you to up your game and make your brand the talk of the town.

Now that you know everything about the nitty-gritty of digital CX and the things you were doing wrong all this while, it’s time to learn from the mistakes and fix the issues at the earliest.
Good luck!

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