Bad customer experience:
How do companies deal with negative customer feedback? Quickly, the finger is raised and reminded: “Marketing is responsible for this, it promised too much – or customer support, it should have intervened! But is that it? Passing the buck? Certainly not!
But why is it that companies treat the topic of customer experience this way?
In his article, Michael Fertig writes aptly that this topic must of course be viewed from the customer’s perspective. It doesn’t matter how the departments define the topic of customer experience within themselves: For sales, it’s probably the deal that’s important and the customer is satisfied with the price and process. For marketing, that relevant content was delivered to the right people at the right time, etc.
But the customer does not make these differences. If he has a bad experience somewhere on his journey, he blames the brand – not sales or marketing. Perhaps the behaviour of a call centre employee is described, or that of a pushy salesperson – all of this has a negative impact on the brand.
Tesla is an example:
According to the Automotive Reputation Report 2020, Tesla is at the bottom end of the overall reputation ranking. Tesla’s customer sentiment rating was also the lowest of all brands at -2%. Sounds crazy, doesn’t it? If you talk to Tesla drivers, they will all say how much they love their cars. But if you examine the data more closely, the results begin to make sense.
“It turns out that Tesla service centers affect the company’s overall reputation. Tesla’s low scores could be greatly improved if service centre staff were simply trained on how to enhance the experience when customers bring their cars in for servicing. Or perhaps they could encourage service centre staff to respond to reviews and increase the results of the engagement. The point is that a clear understanding of the impact on reputation and customer sentiment can help companies decide where to focus their efforts and make targeted CX improvements”.
Conversely, this means that companies need to know exactly where they have weaknesses in the customer experience along the customer journey. Only then can they respond to them, improve them and deliver an exceptional customer experience to their customers.
“Dimension Data found that 84% of companies that focus on improving CX report an increase in annual revenue. And don’t we all want that?”
And so we come to this wonderful conclusion:
“A unified CX front is essential to the success of an organization and everyone in it.”
Note: This is a machine translation. It is neither 100% complete nor 100% correct. We can therefore not guarantee the result.