Two Common Mistakes in Understanding Your Customers’ Experience IN-PLANT ARTICLE

By Howie Fenton, for Rochester Software Associates – Most companies believe that they offer superior customer service as well as a better customer experience (CX). CX has become the hot topic and is defined by Forrester Research as, “How customers perceive their interactions with your company.” Gartner offers a longer definition which is, “The customer’s perceptions and related feelings caused by the one-off and cumulative effect of interactions with a supplier’s employees, systems, channels or products.” This is the first in a series of articles that talks about the role of software automation in enhancing superior customer service as well as the CX.

Most companies think they offer great customer service but don’t. Not believing surveys or focus groups is not unusual; in fact, it’s often the norm. In our experience, 3 of 10 companies strongly disagree and push back when they see the results of our customer survey or focus groups. They tell us how well staff handle complaints, they push back on the conclusions and don’t investigate or correct problems that are uncovered in a survey. Often their complaints are based on results from their own surveys or focus groups which have resulted in higher marks, typically due to a lack of experience with survey design and analytics.

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SOURCE Rochester Software Associates

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