Not interacting with users and avoiding criticism can keep brands from enhancing CX
By not accurately monitoring the CX, brands miss out on meaningful interactions and honest feedback opportunities.
Most brands may take their customer experience (CX) to be better than what their consumers think. One of the reasons for the dissonance between brands and consumers is that marketers often do not have a baseline on which to base their CX improvement efforts.
Similarly, sometimes marketers fail to understand the customers’ actual purchase journey because they do not ask the right questions at the most opportune touchpoints. To avoid missing critical interaction opportunities, brands need to monitor the CX before, during and after transactions.
Along with positive feedback, brands need to consider consumer criticism and enhance their CX accordingly. Doing so can help marketers understand where their CX falls short for audiences and how they can better align their promises with customer expectations.
[6 minute read]
By Anthony Helmstetter on Convince & Convert, 18th Mar 2022