October 12, 2017 | By

The Seven Deadly Sins of Customer Engagement

Whether from the Bible or Brad Pitt, most of us are familiar with the seven deadly sins. They were created to provide us all with guidelines on how not to live our lives. As true as they are for life, they are also true for customer support organizations.

Building and maintaining a customer experience that will be a competitive differentiator is hard, and it can be easy to take a misstep. Avoiding these deadly sins can help.

1. Pride

Today, exceptional customer engagement is all about agility – being able to pivot when needed. Don’t be afraid to ask for and accept feedback from both customers and the front line agents. Continually work to make your process better. A speed improvement here and a new help document there can make the difference in reversing a negative customer experience.

2. Lust

Lusting after the hottest new trends in customer engagement? It’s always important to evolve your organization with the times, but it’s equally as important to make sure whatever you want to implement makes sense for your business and will work seamlessly with the people and processes you already have in place. Technologies like AI and augmented reality can’t just be bolted on. They need to be part of a comprehensive CX strategy. When these technologies are implemented correctly, they can be a game changer. When implemented poorly, however, it can end the game.

3. Envy

There are brands who are known for their great customer experience, and it can be easy to be envious of them. But it’s important to remember that CX is not one size fits all. Every company is different. Every customer is different. What works for those banner brands, might not work for yours. Rather than being envious of other brands, learn from them. Spend time getting a better understanding of who your customers are and what they value, and build your CX strategy around that.

4. Gluttony

Where gluttony tends to rear its ugly head the most is in customer data. Most brands think the more data they have on the customer, the better. That’s true, but only if that data is gathered in a way that the organization can glean insights from and take action on. Having terabytes of data in many disparate systems doesn’t do anything but increase your data storage needs.

5. Greed

This is probably the single biggest CX sin of all: greed. While we are all in business to make a profit, we can’t lose sight of the responsibilities we have to our customers. Today’s customers have very little patience for service that is less than exceptional. Cutting corners is an easy way to save a few dollars now, but will hurt in the long run. Invest in customer experience, and it will pay you back ten-fold.

6. Sloth

We’ve all been there. You reach a customer support rep that seems to want to do anything but actually solve your problem. With CX becoming the single biggest competitive differentiator for brands, every customer interaction is an opportunity to create a lifetime customer. Slothiness won’t do. Customers not only expect their problem to be solved, but it to be done quickly, seamlessly and with as little effort from them as possible.

7. Wrath

Support is human, and even the best agent can misjudge or poorly respond to a situation. While wrath might be a strong word here, even an inadequate or tone-deaf outreach can turn a normal interaction into a lost customer. Dealing with a frustrated customer can in itself be frustrating, but having the right combination of people, processes and technology in place can help any agent diffuse even the most tense situation.

Don’t risk falling victim to these sins. Download our Playbook to Activating Customer Engagement for more tips on how to deliver a seamless customer experience.

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