To maximize the chances of business success, it's crucial to place user experience at the center of decisions and actions. It involves an omnichannel approach, ensuring the consumer is delighted at every touchpoint.
High-quality products and advanced technological tools alone are not enough to guarantee exceptional consumer experiences. And, as we know, negative experiences can devastate a brand's reputation.
Recently, I experienced a practical example of a frustrating user experience. At the beginning of December 2023, I ordered clothing from a renowned Brazilian retail website. One of the items was a Christmas gift, which, according to the forecast, would arrive in time. However, to this day, the order has yet to be delivered. This journey revealed several failures:
1. After payment confirmation, I received an email creating an expectation of quick delivery.
2. The order tracking link indicated that no order was associated with my account.
3. Unsuccessful attempts to contact support by phone.
4. Inconsistencies in the email support process include prematurely sending a satisfaction survey.
5. After filing a complaint on Reclame AQUI, I received an email with apologies and justification from the company.
6. In subsequent communication, the attendant called me by the wrong name.
In summary, It was a catastrophic experience. I will surely avoid placing any other order on this channel.
This episode illustrates systemic, operational, and training failures. The following Harvard Business Review article (https://shorturl.at/nRTZ1) highlights the importance of a holistic approach to customer experience in the digital world. It emphasizes the need for cross-functional collaboration and the vital role of everyone in the organization in delivering positive experiences. It stresses the importance of "eating your dog food" and the end-to-end view of the customer experience.
In conclusion, this personal experience underscores the vital importance of a holistic and integrated approach to customer experience. It's not just about the products or technology we offer; it's about how we connect with and respond to our customers at every step of their journey. As leaders and businesses, we must foster a culture where every team member is engaged in this mission, understanding their role in shaping the customer experience.
Published on LinkedIn: https://www.linkedin.com/posts/priscilazvmezzena_customerexperience-omnichannel-businessmanagement-activity-7149110531755339776-42cm?utm_source=share&utm_medium=member_desktop
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