Customer experience is not a new concept but it’s one that’s really come to the fore in the last five years or so. As more and more organisations realise the need to move away from product centered business models and put the customer at the center of their brand, they often struggle to find the time to commit 100% to creating an amazing customer experience.
We find that most companies struggle to “connect the dots” across their organisation.
This leaves many of us with a half in half out approach where organisations develop a few customer centered policies but struggle to sustain them over the long term. They might see the importance of creating an outstanding customer experience but struggle to make it viable. This eventually brings them back to their old ways, confusing their customers and creating an inconsistent brand message.
So just why is it so difficult for businesses to really give 100% to customer experience and make it their number one priority? According to Customer Experience specialist Ian Golding, there are five main reasons why it’s such a challenge:
- Failure to create an operational plan. When it comes to focusing on customer experience, it’s all very easy to talk about it but without making operational changes, nothing is actually going to happen.
- Lack of stability in an organisation. The problem with making sweeping changes in an organisation is that it also brings restructuring and instability. This in turn will impact customer experience, probably negatively.
- Not thinking long term. Changing to a customer experience focus isn’t going to bring you any short-term results and this can make it hard to get over the line with those stakeholders who lack the vision to think long term.
- Lack of knowledge and education. Without the necessary skills and competencies to focus on customer experience it’s going to be very difficult to achieve any success. Many employees and organisational leaders simply don’t have the knowledge to make customer experience work.
- Inability to put others first. If an organisation doesn’t put its employees first, they’re going to have a hard time putting customers first. Employees who are unhappy or unempowered are not going to be capable of putting customers first.
While these are all common obstacles to creating a truly customer focused business, none of them are insurmountable. The truth is customer experience is only going to get more important in the future, not less. Now is the time to think about what might be holding your business back and take steps to commit 100% to putting your customers front and center of your organisation.