The Hidden Cost of Poor Customer Experience and How Innovation Can Fix It 

The Hidden Cost of Poor Customer Experience and How Innovation Can Fix It

Everyone who works in Customer Service understands the need to innovate, evolve and improve the journeys our customers take. However, it seems that all too often, retailers fail to step back and consider the customer at the heart of customer experience. We’ve all been on the receiving end of a badly-trained chat bot whose sole purpose it seems is to stop us getting the answer to our question – the polar opposite to what it was intended to achieve. Well-implemented innovation within the Customer Experience sphere should be almost transparent to the end user so that they leave the interaction with a sense of satisfaction rather than frustration. We need to remember that loyalty to a brand or service is built up over time and takes dedication and investment in the relationship. Great customer experiences are vital in establishing and, importantly, keeping customer trust. Poor customer experiences can erode that trust and soon the loyalty could begin to waiver.

The key to balancing innovation with customer trust therefore is to put yourself in your customers’ shoes. Ask the questions: “What does this innovation bring to my customer? How does it make their experience better?” Use the resources at your disposal for checking, testing and providing good quality feedback. Where possible, trial a new innovation with like-minded customers and then use their feedback in the next round of improvements. We shouldn’t be afraid to pioneer new innovations so long as we keep in mind who the innovation is for. Be open, clear and transparent and your customers and your business will thank you for it.

Philip Wright

Head of Customer Experience, Synergy Logistics

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