As 2017 nears its end, the predictions for 2018 are appearing in spades. Pick any topic and you will come across experts on the subject explaining their forecasts as to why things will go the way they see it.
When it comes to business and customer experience, the predictions are no different. So many business analysts are currently giving their opinions on how to increase customer satisfaction and retain customer loyalty throughout next year.
They will tell you what the latest techniques are and what changes in business this year are going to influence customer experience next year, and thus will begin the barrage of new and exciting tricks to make your customers happy.
As far as I am concerned, trying to be hip and fun is only a way to manipulate customers into thinking your business is cool and reputable. Why not stop all these manipulations and just do the same old thing that you and your business have always done to attract customers in the first place. In essence, why not be boring?
Constant Change Equals Inconsistencies
Every year small businesses and large organizations alike spend a significant amount of money to increase customer experience. Yet, for the most part, the results are lackluster at best.
For the past couple of years, most organizations have tried to refine their approach in both the digital and technological field to increase customer satisfaction but customers still complained that they were not happy with the company’s new technology and communication efforts.
The main reasons customers were unhappy with the new changes were because of inconsistent customer platforms, lack of communication, and non-collaboration, all brought about by constant change. Customers were simply unable to keep up with it.
Data Doesn’t Lie
Why businesses keep trying to change their approach to customer experience is beyond me. According to business statistics, more than 70% of transformation projects relating to the improvement of customer satisfaction fail.
With that failure comes a less than 50% success rate for digital investments and an ROI related to customer satisfaction of less than 10%.
If a business has been in business for some time, why would they ever invest in changing their approach when the data shows that for the most part it never really amounts to anything but dissatisfied customers.
Customers still want to be able to talk to someone on the other side of the computer screen or mobile phone.
As technology continues to change the way businesses do business, companies have to consider blending and not extinguishing the human factor with the digital one in order to keep their customers happy.
According to many business data firms, over 70% of customers are not satisfied with a fully-automated digital platform experience and want to be able to contact a live human being in case they have any questions.
From the looks of it, customers are not happy and neither are businesses with the continuous efforts to improve upon customer experience.
By focusing on the new hot trend or trying to predict what customers might want in the future, why not focus on what customers want right now.
What do they want?
Customers want human communication and consistent results in their interactions with companies. This means that organizations should get back to the basics and worry more about improving their human to human communication skills rather than trying to create a digital business environment that is completely hands-off.
In essence, focus on being boring and not cool and techy.