Are we making it too complicated when trying to improve the customer experience?

I’m continually amazed how difficult it is to do business with organizations of all sizes across a variety of industries.  For some reason, when we walk through the doors of our organizations, we sometimes forget that we too are consumers.  We should ask ourselves, “Is that the experience I would want as a consumer of my organization’s products and services?” 

Establishing a CX strategy, creating a journey map, seeking out the voice of the customer are all very important components to creating a better experience.  These efforts often take time, money and resources to achieve the desired results.  I suggest that in concert with these efforts, we seek to do the basic things right for our customers.  Things that are somewhat obvious and even easy to fix yet are sometimes overlooked. 

Here are a few simple ways to improve the experience for your customers. 

1.       Have someone (a customer!) outside your company read your marketing materials.  Eliminate the ‘corporate-speak’ that only your employees understand. 

2.       Interact with your website.  Is it mobile-enabled? Is the search engine producing appropriate results?  Is information up to date and relevant?

3.       Make sure the links in the marketing emails you send, work. Are the promotion codes simple and easy to use? 

4.       Is the ‘contact us’ section of your website easy to find with multiple contact options.  Are you quick to respond (and not just to social media posts) to inquiries about potential sales opportunities or customer service issues? 

5.       Call your published phone numbers (frequently!).  Do they work?  As silly as it sounds, some organizations have dozens and dozens of toll-free numbers that are rarely used.

6.       Experience your interactive voice response unit. How many layers do you have?  Does it route properly? Monitor your own frustration level at trying to find the right button to push that matches your issue. 

7.       Are chats and bots helping or frustrating the customer?  Are they a nuisance or an effective assistant responding to an inquiry?  Do you monitor your chats to ensure quality interactions are taking place?

8.       Buy your own products or inquire about a service offering.  Try ordering from your website.  Are products available with real-time stock updates.  Make a payment.  Are automated order confirmations accurate and delivered in a timely manner? 

9.       Check out how the package arrives and in what condition.  This could be the first tangible impression your customer has of your products.  Is it the impression you want to make?  

10.   Try to return a purchase.  Is it quick and easy to understand?  Are your returns hassle free and postage paid?

I’m sure there are more you can add to this list.  Whether you are a B2B or B2C organization, getting the basics right remains just as important as making a quality product or delivering an exceptional service offering.  Having the basics right can help accelerate your customer experience efforts across the entire organization.  Together they will create an organization that is consistently and effortlessly, easy to do business with! 

Robert Azman