Consider the rise of customer success. Because 70 percent of consumers feel contacting customer service is a frustrating experience, few speak up until they’ve had a truly bad time. The trouble is, just one negative experience is all it takes to send more than half of consumers packing for a competitor. 

That’s why, instead of waiting for customers to call in, customer success managers monitor usage data like average session duration and login frequency. Although customers might hesitate to reach out about a page that won’t load, constant refreshing can signal that they’re struggling.

But customer success isn’t the only area where leaders need to pay attention. By sleuthing out signals in audience data, entrepreneurs can identify unmet needs, root out unwanted functionalities, and discover new ways to monetize existing products.

With almost any product, highly engaged users make up a small percentage of total users. Among those talking about the product, however, engaged users tend to dominate the conversation. As a result, companies often assume that what engaged users want is what the user base as a whole wants.

Shared some insights for every type of company to consider when it comes to improving CX.

• To the customer, it’s all one big team: Customers don’t care which department they talk to when they need help. They just want to get their questions answered and their problems resolved. A company may have different teams, but the customer doesn’t care. As mentioned above, the solution is to bring all interactions and data into one place. When technology doesn’t work together, neither can teams. When teams can’t work together, they can’t give a personalized customer experience. This frustrates both customers and employees.
• Create consistency in your processes to create consistency for the customer: When companies get big, they often have multiple teams with multiple processes. This can become painfully frustrating for customers who end up talking to different people in different departments. There could be conflicting information and explanations. That leads to confusion, and often a loss of confidence. Ultimately, that can lead to lost business.

The company may define its brand promise, but it is the customer who decides whether or not the company delivered on its promise. There’s a lot riding on delivering a positive customer experience. You hire and train good people, but you must also give them the tools they need to deliver a CX that not only meets the customers’ expectations but makes them want to come back. Be there for them – no matter how they reach out to you – be consistent, and build your brand through satisfied customers.

Consumers interact with brands across a multitude of touch points through the buyer’s journey. Every interaction makes an impact on your prospects that will set the stage for the relationship, making it crucial to ensure that every touch point comes with a positive experience, but above all, companies must monitor the big picture: the total experience customers have from end-to-end in doing business with your company.

In order to gain more meaningful insights into the results, we had respondents categorize themselves into one of four levels: ignore, novice, competent, and mature.

• 
  Ignore – These are companies that don’t view customer experience as a crucial differentiator. There are no efforts towards developing a CX strategy or measuring CX initiatives.
• Novice – These are companies that recognize the need to improve a customer’s experience. They’ve put basic steps in place to identify and measure CX-related issues, but don’t have a clear CX strategy in place.
• Competent – These companies make an effort to deliver a high-quality experience for their customers. They have a clear CX strategy with processes firmly in place to measure results.
• Mature – These are the cream of the customer experience crop. Their CX strategy is embedded in everything they do. Customer feedback forms the core of their strategy and decision-making, and they continuously iterate their CX practices to meet customer demand.

Only 12% of companies identify as being Mature CX companies, while 38% identify themselves as Young, 40% as First Steps, and 10% as ignore.

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