Why Customer Experience is Broken and How You Can Fix It  

Guest Blog by Enda Kenneally, VP UCaaS Solution Sales EMEA, West Unified Communications Services

Why Customer Experience is Broken and How You Can Fix It  

Customer experience (CX) has been proven to deliver business growth in multiple studies. Famously, a Walker study predicted that customer experience will overtake price and product as the key brand differentiator by 2020.  Yet Forrester’s 2018 Customer Experience Index found that the state of Customer Experience is stagnating, or even worse, actually falling. Why is this?

To be fair, more and more organisations are making customer experience a strategic priority. But too many are paying lip service to customer experience without being willing to embrace the organisational change that is involved in truly understanding and meeting customer needs.

Inside-out or Outside-in?

The problem is that most companies are taking an inside-out approach, when they should be taking an outside-in view of their operations.

An inside-out approach requires customers to work around a company’s structures, systems and processes, which are in place to make it more efficient, less costly and easier for companies to administer. They are not usually designed with the customer in mind. This results in poor experiences, disjointed interactions, failed transactions and, ultimately, customer churn.

So how can companies ensure that their process and systems are built around the needs of the customer?  Service design offers a viable solution, offering a useful framework for the outside-in approach; the first step is to understand customers’ needs and then, equipped with this insight they can begin to design services around them.

Don’t just let it happen…

Service design enables organisations to take the outside-in view, by understanding the customer perspective and designing the customer experience around this.  It will help you to deliver better customer experiences by:

  1. Making it easier, faster and more enjoyable for customers to deal with you
  2. Looking at what your customers need and how this differs depending on where they are in the customer lifecycle
  3. Understanding how the customer experience ecosystem of your organisation impacts on customer journeys and influences their behaviour

Remember, brands with the strongest customer experiences don’t just let it happen accidently – they continuously focus on delivering solutions that meet customer needs and then redesign their businesses strategies, processes, systems and culture around the customer.

Guest Blog by Enda Kenneally, VP UCaaS Solution Sales EMEA, West Unified Communications Services

Enda Kenneally is the Vice President of Sales and Business Development at West UC. Enda has a wealth of experience in the communications technology industry delivering against UK, European and Global senior sales and business development roles. By building inspired, dynamic and successful teams, Enda has led three different voice vendors to No.1 market share positions in the UK. Before joining West, Enda worked at Avaya, Excell Managed Services and Mitel Networks.

Inspired to learn more? Download our guide, Why service design is the key to delivering outstanding customer experiences or sign up for our Service Design & Customer Journey Mapping Master Class for  practical advice and hands-on experience so you can implement your own service design project.

Latest comments

1 Comment
AvatarGraham Bunting 03:10, 18 Oct 2018

Nice blog Enda,

It’s been said that you only ever truly understand another person’s perspective when you have “walked a mile in the other man’s shoes” and this for me, applies well in the case of customer experience. I talk to many business leaders and it’s staggering how few of them even visit their own company website for instance, never mind consuming their company’s “services”.
My wife very recently found herself on the end of an outstandingly poor customer experience with a major retail brand whose staff were so far away from the customer perspective it was embarrassing. This experience I’ll wager was not played back to the business decision makers and here is the nub of the issue – too often the decisions being made that are “customer affecting” are too far removed from the point that the customer meets the business, and the results are as described. It’s also important to remember that even the best get it wrong sometimes, but what distinguishes them is their ability to recognise this and apologies quickly, sincerely and delight the customer through exceeding their expectations.

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