Customer Journey Mistakes To Avoid
13th May 2022
Written by Tom Peace
Everyone knows that all good customer engagement starts with an excellent journey that gives true value to the customer. Thankfully, many businesses are getting this right… Amazon, First Direct and Decathlon to name a few!
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But other brands are still making BIG mistakes in the journey;
1. Putting more importance on brand aesthetic over the customer journey
Every brand experience should look and feel great, but be careful to ensure that the customer can also engage and purchase easily through your channel .
2. Prioritising cost saving over customer experience
It's very easy when running a business to look for ways to reduce cost, especially when implementing AI, Live chat and bots to reduce expensive customer service. But think carefully about how this change might affect the customers experience with your brand.
3. Focussing on the transactional procedure but not investing in the follow-up customer queries
Many brands have a very slick journey for purchase/booking but the other journey's are extremely painful. Think about what journey the customer has to go on if something goes wrong. How do they cancel, return an item or raise a complaint? Are these journeys as good?
Customer loyalty and engagement can be built on top of a strong customer journey but if brands don’t get the customer journey right, it can be SO frustrating for customers that no loyalty programme can EVER help!