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BizReport : Ecommerce archives : June 10, 2015

Expert: How customer experience fails impact brands

How does a single bad customer experience impact a brand? More deeply than many might think. Several recent studies indicate a single bad experience can stop a shopper from doing business with a company.

by Kristina Knight

Kristina: How are CX failures impacting brands?

Paige O'Neill, CMO, SDL: While companies might view a minor breakdown in their customer experience offering as a modest misstep in the customer relationship, unfortunately the customer will most likely not hold the same view. In fact, the term failure is relative - even failures on a small-scale can be big in the mind of the customer, and it doesn't take much to happen. According to our new research, "Global CX Wakeup Call," one third of "horrible" CX failures took less than an hour to occur and less than the cost of lunch to navigate. Regardless of the size of the failure, or reasoning behind it, all forms of miscommunication can lead to serious consequences for the brand, including the loss of potential customer advocates and the risk of customers actively disparaging the company via word of mouth, social media or other popular digital channels.

Kristina: What is the most common failure brands are experiencing?

Paige: The most common CX failure that customers experience is attributed to poor response times. Customers point the finger at poorly trained employees or feel that an employee was not empowered to help solve an issue. While these situations and scenarios can lead to the immediate loss of previously loyal customers, 82 percent of customers do wish to resolve issues with brands. This shows that there is hope for companies to fix dilemmas without negatively impacting the relationship with the brand.

Kristina: What are the biggest challenges for global organizations that hinder the delivery of consistent and seamless customer engagements?

Paige: Organizations are now undermined with customer's expectations of delivering impeccably integrated customer experiences on a global scale, through every customer touchpoint. One prominent challenge is knowing how to align technological capabilities with the human element behind the brand's customer experience offering. SDL's survey found that when brands fall short, customers are most likely to hold the people behind the brand responsible. Four out of five customers see human error as the central cause for CX failure. Interestingly enough, consumers credit technology as the driver of positive customer experiences. Global organizations must look to achieve the proper combination of humans and technology by ensuring that both are accurately representing the brand in a way that delivers a knowledgeable and flawless experience.

Another growing challenge for global organizations is understanding how to break down barriers of multilingual communication. A study by the Common Sense Advisory found that 74 percent of shoppers are more likely to purchase from the same brand again if customer touchpoints are in the language of their choice. This shows how brands need to address translation worldwide. The solution to this issue is implementing language technology to address the need for rapid, real-time translation capabilities by providing a scalable infrastructure. For example, one way SDL addresses this is through it's new product called XMT, by bringing artificial intelligence to machine translation to help empower technology to learn and apply individual language preferences. In doing so, brands are able to clearly speak the one language that truly matters - the customer language, regardless of location or dialect.

More from Paige and SDL later this week, include her best practices for a solid CX experience.

Image via Shutterstock

Tags: customer experience, CX failures, ecommerce, ecommerce experience, ecommerce tips, SDL

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