The Year Customer Experiences Died • Zoo House News
This has been a tough year for customer experience.
We’ve heard for years how important customer experience is to businesses, and an entire category of business technology has been built around it, with companies like Salesforce and Adobe at the forefront. But due to the economy or lack of staff (perhaps both?), 2022 has been a year of poor customer service, which in turn has led to poor experiences; there is no separation of the two.
No matter how great your product or service is, you’re ultimately judged on how well you do when things go wrong, and your customer service team is your direct link to buyers. If you let them down in a time of need, you could lose them forever and quickly develop a bad reputation. News can spread quickly through social media channels. That’s not the kind of conversation you want about your brand.
We’re constantly asked for feedback on how the company is performing, but this thirst for information never seems to be linked to improving the experience.
And make no mistake: your customer service is inextricably linked to the perceived experience of your customers. We’re constantly asked for feedback on how the company is performing, but this thirst for information never seems to be linked to improving the experience.
Think of the poor folks who bought tickets on Southwest Airlines flights this week. A video showed that airline employees had attacked the police on their own passengers. Consider that the airline admittedly screwed up, but a representative of the same airline actually called the police about passengers because they were at the gate. When it comes to abusing your customers and destroying your brand’s goodwill, this example takes the cake.
For too long we’ve heard about how data drives better experiences, but will that data ever be available to the people who interact with customers? They don’t need data – they need help, training and guidance, and clearly there wasn’t enough of that in 2022. It seemed like companies were cutting back on customer service, hurting their customers’ experience and ultimately the reputation of the brand.