Customer Experience | 7 MIN READ

The 15 Biggest Myths of Customer Experience (CX) – Busted!

It’s time to clear up a few of the myths around customer experience (CX) to take it to the next level. Here 15 biggest myths of customer experience busted.

Niyathi Rao
Jan 12, 2021

Customer-Experience-Myths

customer experience myths

Customer experience is gaining traction as the new battlefield. Customers who come back for a pleasant experience are loyalists who are important to any company. The economy we live in is experience dominates. All market changes are now driven by experiences and customer experience leaders are now leading the markets. AI is revolutionising how the customer interacts with the brand.

There are some misconceptions about how customer experience is perceived. According to a Bain & Company study, 80 percent of companies are certain that they offer an excellent customer experience. However, only 8 percent of customers agree to that.

This shows the gap in what customers expect and what they get. It’s simple- to deliver the best customer experience, companies must first understand what customer experience is all about. By looking at various sources of information, it is possible to fall for some myths.

To protect you from this information overload, here are the 15 biggest myths of customer experience busted.

Myth 1: CX cannot be measured

Many companies assume that customer experience cannot be measured. However, that is not true. There are some caveats though.

  • Every business works differently
  • Everything need not be measured
  • Measure only actionable aspects

Some ways to measure CX include performance metrics, response rates, renewals, and NPS.

Myth 2: Data is supreme

CX is not all about data. Though data is extremely important, there are many aspects of customer experience that go beyond it. Omnichannel customer experience is preferred by many customers as it involves cross-pollination of relevant data to a great extent. Data coupled with a strong focus on customer ethos will create a simple, unified user experience.

Myth 3: Phones and Emails are the best bet for CX

Phone and email are great for customer engagement. More than 70 percent of businesses feel that chat bots and AI agents will become the new normal soon. This is soon to be a common channel as it reduces the cost of service, is efficient, and can handle more volume. Customers will engage more than ever leading to increased volume and better CX. Chatbots and AI increases conversions and engage faster with customers.

Myth 4: Customer satisfaction needs to be maximum

Customer satisfaction is what the customer perceives at a single point in time. Customer experience is what the customer feels from the first point of interaction with the company. Customer satisfaction has a lasting effect on customer experience. But it is important to offer an omnichannel customer experience along with the best satisfaction.

Myth 5: CX teams can control customer behaviour

Many believe that customer experience which is driven by customer behaviour can be controlled by CX teams. Customer experience teams can only manage the experience in a unique manner. It is not possible to influence public perception of a brand. While customer behaviour depends on interaction with customer-facing teams, it is unfair to say that they are swayed by them.

Myth 6: One bad customer experience will not have a lasting effect

86 percent of customers feel that they will switch once they face a single bad experience. Customers are looking for an experience they love and will relish over and again. This is why companies are now moving to sustainable experience solutions to offer the best for customers. Early prediction of customer behaviour with smart tools will help CSMs or CX managers understand the psyche behind a move.

Myth 7: Customer Experience = Customer Service

This is a big myth. While customer service is an essential component of customer experience, it is not the whole concept. Customer service is the communication and help between a customer and a company. Customer experience, however, begins from the point of onboarding or point of sale. It moves beyond the sale to stay with the customer throughout.

Myth 8: Customer experience is linear

Customer experience is human-driven. Humans are emotional and face different aspects in another manner altogether. Every customer reacts differently to the same website. This makes the customer experience for each customer vastly different. One customer may love a simple website, one may hate the font, color, or more. Even the name of the product is something every potential customer may not like.

Myth 9: Zero Complaints = Awesome CX

Another myth is regarding customer complaints. If the customer does not complain, they are happy. That is not true. Many times customers build in their frustration based on hope. With social media and networks, sometimes a chunk of customer complaints are lost. If a customer is happy with the product, they may spread a good word. This assists in bringing another customer onboard who may have a different customer experience altogether.

Myth 10: No innovations means no CX

Many companies feel that no innovation means no customer experience. Simply innovating without adhering to the basics of customer experience will bring no impact. Companies like if their product is rich with all the trendy CX jargon like VR, AI, etc. however, the core of customer experience is to optimise current practices and improve communication.

Myth 11: You need to avoid Customer Dissatisfaction always

The 80/20 formula of keeping customers is true for any business. Customers will always be dissatisfied to a certain extent. You cannot eliminate it 100% even for high profit-making companies. Avoiding customer dissatisfaction 100% is not possible for any company. Customer experience will change when customers are satisfied.

Myth 12: Once a customer is satisfied with the experience, they are loyal customers forever

Customer experience is not constant. It keeps changing. Customer experience dictates how customers stay loyal. But one cannot guarantee that customers always get the same experience. Customers may have varying experiences with the same brand. A single bad move may disturb the flow of communication and reduce loyalty.

Myth 13: Only Customer Satisfaction Surveys Measure Customer Experience

Surveys are great. Surveys help understand customer nerve and what they feel about the company, products, services, customer support and more. Customer experience and customer satisfaction surveys are qualitative ways to understand customer experience. Surveys help understand customer psyche and how they react to situations. Customer experience metrics like purchase frequency help understand customers better.

Myth 14: Customer Experience Begins only after the Sale

A huge myth is that customer experience begins only after the sale. That is wrong, honestly. Your customers interact with the company much before they become customers. The first window with customers begins much before the sale. It can be a blog, website, or a call with sales personnel. You need to keep that customer experience in mind as well. It needs to be more cohesive, structured, and similar as possible. Keeping customers engaged is necessary to ensure there is a good experience.

Myth 15: Low prices Improve Customer Experience

Customers love low prices, don’t we all? In B2B SaaS companies, managers may think that customers look for low prices only. Customers need to be happy with the quality and price- both. Low prices are important but that’s not all. A McKinsey study says that 70 % of buying experiences are based on customer experience. For example: Apple products are expensive. But people buy them for their high quality and awesome customer experience. This shows that high pricing alone does not influence how customers react.

Customer experience is a sustainable form to gain advantage over competitors. The previously mentioned Gartner report also mentions how CX is a great part of value proposition.

Five ways to include CX are-

  • Embrace a mobile-friendly, AI-driven mindset for CX
  • Personalisation will be the biggest boost for customer experience
  • Customer journey mapping will help improve customer experience seamlessly
  • Include voice of customer programs to get customer feedback

Most importantly, it is important to improve customer service. It is the backbone of customer experience

Bottom Line: Accelerate Customer Experience for Customer Success

To take customer experience to the next level, it is important to reduce waiting times, optimise customer support, and offer an omnichannel experience. Using industry-standard benchmarks like NPS and ARR will also imply how CS teams can focus on customer expectations, needs, and wishes and look for improvement. Once you are aware of what customers expect, meeting them should become the core focus. In the end, it is all about how customers perceive your company.

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Originally Published January 12th, 2021, Updated March 30th, 2021

Niyathi Rao

Niyathi is an experienced content marketer with a love for SaaS tech products. She reads a lot (mostly fiction) and is a huge news junkie. Niyathi loves exploring different forms of inbound marketing and taking on challenges.

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