Focus on Experience: Edition 11

Welcome to Focus on Experience newsletter and its eleventh issue! On the second Wednesday of every month, while we try to bring you the latest developments and highlights from the field of experience management, don't forget to follow us closely and experience us in order not to miss the content we will create special for that newsletter or to see and read it first hand!

In this newsletter, we will examine some of the most important resources, reports, studies and best practices in the world of CX and EX, as well as some of the most prominent topics and developments in the world of CX and EX, primarily customer and employee experience. It is a time-consuming effort to find what makes sense in all this cacophony and what is important for your business. That's why Focus on Experience aims to bring together the latest developments in the field of experience and to provide concise, straightforward information

In the November newsletter, this month's topics include what can be done to improve the CX of customers who remain silent / do not leave feedback, how to build a customer-first business, how to create a customer-centered business culture with engaged and empowered teams, How you can balance the automation and human connection, especially in departments that interact with the customer, whether consumers prefer to see a machine or a human as an interlocutor in line with the problems they face, the lessons that can be learned from CX trends from 2024, and which strategies should be followed in order to stand out from the competition in 2025. This month, we also have a blog post on the tips of managing the right question to the customer at the right time, which is one of the key elements in customer loyalty. In addition to these topics, the word of the newsletter this month is ‘Hyper Personalisation’. There is also a section consisting of suggestions compiled by our team for you in many areas and events to be organized both face-to-face and online in the coming days.

So let's dive into the world of experience.

The Right Question at the Right Time: The Key to Customer Loyalty

Businesses have adopted the motto of business guru Peter Drucker, “You can’t manage what you can’t measure.” So far, everything seems fine. However, the problem arises when businesses wanting to measure the experience fail to ask the right questions at the right time.

According to a study published in Forbes, some customers refuse to fill out customer satisfaction surveys. Their excuses range from surveys being too long or too frequent, to feeling that their opinions are not valuable, making the surveys meaningless. Nearly one-fifth of customers (19%) say they have stopped doing business with a company because they found the survey too long.

If you want to learn the tricks of asking the right question at the right time, which is one of the keys to customer loyalty, you can take a look at the article we published this month

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Experience Express

The CX Silent Treatment

According to the results of the 2025 Global Consumer Trends report recently published by Qualtrics, consumers are more reluctant than ever to leave feedback about bad and good experiences. There is a significant change in the results of the study conducted by Qualtrics since 2021. From 2021 to the present day, there has been a 7% decrease in the rate of leaving feedback for those who had a good experience and an 8% decrease in the rate of leaving feedback for those who had a bad experience.?

Another study by Metrigy found that 44.4% of consumers said they stopped doing business with a company after an average of 2.4 bad experiences. The result of the same study in June 2023 was that communication with a brand was stopped after every 3.3 bad experiences. As the results of the research show, consumers easily disconnect from a brand and prefer a different brand that offers a better experience in return for bad experiences day by day.?

For more information on how you can make the customer experience more seamless with AI tools in today's world where consumers' survey fatigue is increasing day by day and the detailed results of the above mentioned studies, you can take a look at the article published by Matt Vartabedian on No Jitter.

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How to Build a Customer-First Business

Businesses that focus on the customer prioritize the exceptional service they provide, empower their employees to make customer-centric decisions, take advantage of feedback not just as a complaint but as an opportunity and turn it into real-time improvements, and also turn satisfied customers into loyal advocates with this mindset. One of the most critical elements of building a customer-centric culture is giving employees the autonomy to deliver personalized solutions to their customers.?

In today's competitive marketplace, one of the most important ways businesses can differentiate themselves from their competitors is not what they sell, but how they make customers feel when they make a purchase. According to Marketing Metrics, a business has a 60% to 70% chance of selling to an existing customer and a 5% to 20% chance of selling to a new customer. Therefore, retaining customers with a seamless and personalized experience is of utmost importance for businesses. It should not be forgotten that successful businesses are built on relationships, not transactions.?

It is more important than ever for businesses to adopt a customer-centric approach to create a cycle where happy employees contribute to happy customers, which in turn contributes to organic business growth. For more information on how to invest in a customer-centric culture, take a look at the article written by John Conway in Entrepreneur Media .

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Create a Customer-Centric Culture Through Engaged, Empowered Teams

Businesses that put the customer at the center have a lot to gain for their brands in the long term, if not in the short term. In order to turn customers into loyal advocates, they need to feel valued in their communication with the brand. Customers who feel valued make a significant contribution to the increase in revenues in the long term by telling other people outside as if they were a representative of that brand.?

In a customer-centered business culture, the initial perception and ongoing communication with customers is extremely important. In addition to all these, the path to a customer-centric business culture also passes through personalized solutions. Here, businesses can implement customer-centered decision-making processes by utilizing AI and its tools. It should not be forgotten that the road to happy customers passes through happy employees. The happier employees are in a business, the more they strive to make customers happy, and the happiness of both groups has a positive impact on revenue growth.?

For more information on how you can build a customer-centric culture with engaged and empowered teams, take a look at the article by Eric Feige in CMSWire .

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Balancing Automation with Human Connection in a Customer-Facing Role

Today, automation and AI technologies continue to profoundly affect and change the way organizations do business. In particular, it is seen that an automation tool is in operation behind almost all of the works that interact with the customer, or it is noticed by the customers with standardized or personalized emails coming to the mailbox. So where should automation come into play in departments where human touch is extremely important (especially in experience and success departments) and how should AI tools be integrated into business processes??

According to the results of the researches, it is known that the cost of acquiring a new customer is 5-25 times more expensive than retaining an existing customer. In order to retain your existing customers and attract potential customers to the business, it is very important to ensure the balance between automation and human touch. From saving time on repetitive tasks to adding reminders and from maintaining standards to analyzing data, you can benefit from automation and AI tools in many areas.

For more information on what to automate and what to humanize, and how customer experience/success specialists can balance the two, take a look at the article written by James Leggett in Customer Think.

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Most Consumers Like Human Customer Service

With the adaptation of AI and automation technologies to business processes, customer service continues to change and transform. Do consumers really want to get things done faster or perhaps slower with someone they can emotionally connect with? According to the findings of the study conducted by Five9, 3 out of 4 (75%) of consumers prefer to talk to a human when it comes to customer service.?

According to other findings of the same study, almost 48% of consumers do not trust the information provided by AI-powered customer service bots. In addition, when we look at the difference between generations, Gen Z (66%) prefers to talk to a real human in person or over the phone for customer support less than Gen X (76%) and Baby Boomers/the Silent Generation (86%).?

For more detailed information about the findings of the relevant research, you can take a look at the article published in Retail Customer Experience .

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Top 2024 Customer Experience Trends: Takeaways for Staying Competitive in 2025

Customer experience is in a constant state of transformation according to the current conditions and changing consumer expectations and behaviors. In 2024, some CX trends are no longer an option, but a necessity. According to the study conducted by Salesforce, for 88% of customers, the experience offered by a brand is as important as its products and services. According to Forbes, 59% of consumers care much more about customer experience after the pandemic.?

According to another recent study conducted by Zoom, customers stated that they will go to a rival company after 1 or 2 negative customer support experiences they have encountered. In 2024, AI-powered hyper-personalisation, omnichannel and AI-driven chatbots were some of the areas that put businesses ahead of their competitors to provide a seamless and instant customer experience.?

For more detailed information on the findings of different studies, the prominent trends in 2024, and how you can improve customer experience processes in 2025 by taking lessons from 2024, you can take a look at the article published in Coventry Observer.

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Quote of the Newsletter

You'll never have a product or price advantage again. They can be easily duplicated, but a strong customer service culture can't be copied.

Jerry Fritz?

Word of the Newsletter

Hyper-Personalization

Hyper-personalisation is a marketing strategy based on the delivery of customer-specific products, services or content driven by real-time data using AI, ML and predictive analytics for a personalized customer experience.

Suggestions from Wiseback team?

?? Book

• The Experience Mindset | Tiffani Bova

• The Experience Mindset, written by Tiffani Bova, Chief Strategy and Research Officer at The Futurum Group, is based on two studies involving thousands of employees and senior executives from different fields and provides a guiding experience perspective on how businesses can focus on the employee experience and strengthen both simultaneously to make the customer experience more seamless. Throughout the book, case studies from many leading companies and findings from various studies are shared. Since employees are at the center of operations and it is crucial to improve the employee experience while making customer processes seamless, the book discusses how both experience areas can be improved together.

??? Documentary

• The Wolf of Wall Street

• Based on a real-life story and directed by Martin Scorsese, The Wolf of Wall Street is about the marketing journey of the character Jordan Belfort, which started with the sale of penny stocks in a shopping centre, until he became successful on Wall Street.

?? Video

• In this TED talk, Diana Dosik , Executive Coach and Team/Organizational Consultant, discusses why you should care about your employees as much as your customers. What impact would it have on the business if businesses made the same effort with their employees as they do with their customers to understand their expectations and efforts? What are the potential business benefits of more motivated and loyal employees? Diana Dosik shares her experiences on the benefits of prioritizing employees over customers for businesses.

???Podcast

• Experience Action | Jeannie Walters, CCXP, CSP

• Hosted by Jeannie Walters, CEO & Chief Experience Investigator of Experience Investigators, the Experience Action podcast addresses the questions asked by listeners about experience (especially employee and customer experience), today's trends and challenges faced by businesses, and tips that can be developed about existing CX practices in the real world. You can follow the podcast to get inspired to put ideas or opinions in the field of CX into action.

??? Events

• Customer Engagement Summit | November, 26 | London, UK

• Customer Success Festival | December 04 & 05, 2024 | London, UK

Are you ready to create a customer and employee experience success story for your business??

Then meet Wiseback?

Do you want to comprehensively review your business' customer and employee experience processes, leverage technology effectively and elevate your customer experience for the future??

If you want to learn more about Wiseback solutions, feel free to contact us.

Also, don't forget to subscribe to Focus on Experience monthly newsletter to stay up to date in the field of experience!?