Your customer experience has failed. What can you do to fix it?

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Customer experience (CX) is the sum of all the interactions and emotions that your customers have with your brand, products, and services. It can make or break your reputation, loyalty, and revenue. But what if your CX fails to meet your customers' expectations, or worse, causes them frustration, disappointment, or anger? How can you recover from a CX failure and restore trust and satisfaction?

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Pierre-Alexandre Schaupp

CX Strategy & Innovation Leader
Vijay SP

Global Program Management | Change Management | Business Transformation

1 Acknowledge the failure

The first step to fix a CX failure is to acknowledge it. Don't ignore, deny, or blame your customers for the problem. Instead, be honest, transparent, and empathetic. Apologize sincerely and explain what went wrong and why. Show that you care about your customers' feelings and needs, and that you value their feedback. Acknowledging the failure can help you reduce negative emotions, prevent escalation, and build rapport.

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Aline Pitondo Monteiro, CX, PMP

Experiência do Cliente e Atendimento | Mentoria e Consultoria para estratégia de CX e Atendimento | Jornada do Cliente e do Servi?o | SAC, Ouvidoria e CSC
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Reconhe?a e investigue o problema e tome medidas para corrigir o problema. Comunique o cliente sobre todos os passos que est?o sendo tomados para corrigir o problema (administre a ansiedade dele). Agrade?a o cliente, mostrando que valoriza a opini?o dele e que sem o feedback n?o teria oportunidade de melhorar. Para a situa??o n?o repetir, verifique se outros casos parecidos com o que veio a tona est?o acontecendo e tome uma atitude proativa para resolver antes mesmo do cliente perceber ou entrar em contato.

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2 Analyze the cause

The second step to fix a CX failure is to analyze the cause. Don't jump to conclusions or make assumptions. Instead, gather data and evidence from multiple sources, such as surveys, reviews, complaints, analytics, and user testing. Identify the root cause of the failure, whether it's a technical glitch, a human error, a process flaw, or a communication gap. Analyzing the cause can help you understand the scope and impact of the failure, and prioritize the most urgent and critical issues.

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Pierre-Alexandre Schaupp

CX Strategy & Innovation Leader
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Running an in-depth audit of the key customer journeys is a critical exercise to make sure you can identify the root cause of the failures and issues. Looking at internal processes, procedures, culture, systems and tools is required in that situation.

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Vijay SP

Global Program Management | Change Management | Business Transformation
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To identify root causes of customer experience (CX) issues, start by examining patterns in customer complaints and feedback, as recurring themes may signal systemic problems. Common culprits to consider include knowledge gaps among employees, process inefficiencies, communication breakdowns between departments or with customers, and unrealistic expectations set at the outset. Evaluating these factors can help pinpoint underlying issues and inform targeted solutions to improve CX.

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3 Act on the solution

The third step to fix a CX failure is to act on the solution. Don't delay, procrastinate, or make empty promises. Instead, take swift and effective action to resolve the problem and prevent it from happening again. Communicate clearly and frequently with your customers about the steps you are taking, the progress you are making, and the expected outcomes. Provide compensation, incentives, or benefits to make up for the inconvenience, loss, or damage. Acting on the solution can help you restore functionality, reliability, and convenience.

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Francis Campbell

Enterprise Account Executive at Level AI
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When fixing a CX failure properly communicating to everyone involved all of the available data points is extremely important so all parties have an understanding of the total picture. A collaborative approach to actively solving the problem and implementing a solution will allow the process, objectives, and timelines to be clearly stated in order to make progress and avoid the problems getting worse. A mutual action plan or mutual success plan works best here as sometimes the issue with the customer is not all on the vendor team, or the customer team. Map out roles, responsibilities and milestones and treat the solution like a project.

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4 Assess the results

The fourth step to fix a CX failure is to assess the results. Don't assume that everything is fine or that your customers are happy. Instead, measure and monitor the results of your actions, both quantitatively and qualitatively. Collect feedback from your customers about their satisfaction, loyalty, and advocacy. Evaluate the performance, quality, and usability of your products and services. Identify the gaps, weaknesses, and opportunities for improvement. Assessing the results can help you ensure that you have fixed the failure and enhanced the CX.

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5 Adjust the strategy

The fifth step to fix a CX failure is to adjust the strategy. Don't repeat the same mistakes or stick to the same methods. Instead, learn from the failure and apply the lessons to your CX strategy. Review and update your CX vision, goals, and values. Align your CX with your customers' needs, expectations, and preferences. Innovate and optimize your CX design, delivery, and evaluation. Adjusting the strategy can help you prevent future failures and create a competitive advantage.

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6 Appreciate the customers

The sixth and final step to fix a CX failure is to appreciate the customers. Don't take them for granted or neglect them. Instead, show them your gratitude and recognition. Thank them for their patience, understanding, and loyalty. Celebrate their achievements, milestones, and feedback. Surprise and delight them with personalized, relevant, and valuable offers, rewards, and experiences. Appreciating the customers can help you strengthen the relationship, increase retention, and generate referrals.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Your customer experience has failed. What can you do to fix it?

1

2

3

4

5

6

7

1 Acknowledge the failure

2 Analyze the cause

3 Act on the solution

4 Assess the results

5 Adjust the strategy

6 Appreciate the customers

7 Here’s what else to consider

Customer Experience

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Your customer experience has failed. What can you do to fix it?

1

2

3

4

5

6

7

1 Acknowledge the failure

2 Analyze the cause

3 Act on the solution

4 Assess the results

5 Adjust the strategy

6 Appreciate the customers

7 Here’s what else to consider

Customer Experience

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