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5 Biggest Mistakes in CX


These are the mistakes in CX which you probably already know about but often find yourself falling into. If you want to achieve CX Excellence you should steer clear of them.


1.The Digital Gone Wrong

Digitising your service can have multitude of positives; lower costs, easier scalability, data collection and many more. However, it is very easy to cross the boundaries and over do it. You can find out more about the digital part of the business here. Many companies forget about creating a balance between the digital and the human touch. Customers want to feel that they are treated like an individual. Personalising your customer service as well as marketing and creating an omnichannel experience will be useless if you don’t get the balance right. As well as that, remember that we live in a highly visual world. If your product design isn’t up to par potential customers will turn away.


2.Not Recognising Your Employees

Your employees can be your biggest asset. At the end of the day, they are the ones directly impacting your customers. Disregarding customer service agent feedback can lead to gaps in knowledge about your customers needs and wants. Employees that are provided with valuable training and filling positions where they can utilise their strengths are going to be happier and more productive. Listening to changes in their moods and concerns raised, will never be more important, especially when it comes to health and safety.


3.Focusing On The Company Needs

Yes, I know you want to sell your toothpicks for €100 each but this is the real world. Too often businesses focus on their needs and wants rather than those of their customers. Inventing solutions that nobody asked for, or putting measures in place which were designed with the company at the centre of all decisions, will lead to nowhere. Well, perhaps an angry customer and loss in profits. 


4.Promising The World

Setting the wrong expectations is setting up your company for failure. You should always be clear about what your customer promise is and never guarantee what you’re not capable of delivering. Today there is less tolerance for failure and if you don’t build trust with your customers to compensate for errors (that are bound to happen), losing them will become inevitable. 


5.Not Listening 

A customer that wants to share their opinion is a gold mine of opportunities. However, if you don’t listen you won’t have access to it. Companies often ask questions to get the answers they want to get. If you don’t ask the right questions and in the right way you might be creating a dis-alignment between the real needs/wants of your customers and what you think they need or want. As well as this, lack of detailed customer feedback analysis, can cause you to miss opportunities for personalisation. For example, there is a great difference in customer priorities depending on their demographics. Detailed analysis can help you create a more personalised experience for different age groups.


Of course this isn’t the complete list, but if you avoid these you’ll be more likely to avoid the others. The most important thing is to always keep the customer at the centre of all decisions. You do that and you’re halfway there and if you need further help with creating the best customer-centric CX strategy, check out our Professional Diploma and Certificate courses. 

Seven key CX trends for 2019

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As 2019 gets underway we can reflect on a 2018 that brought some fascinating changes in the landscape of CX worldwide. Instead of seeing improvements around the globe, we have actually seen a dip in performance. It is clear that the majority of companies are still struggling to deliver CX Excellence. Failing to meet the ever-rising expectations of the customer.

As companies place significant investment in technology, it appears that many have lost focus on the one thing that can create a genuine connection with their customer better than anything else – the human touch.

In 2019 we see the need to find the right balance between technology and emotionally intelligent and empowered staff who truly understand the customer, can build rapport and are able to deliver heroic resolutions. We also see the importance of clear communication throughout companies, making sure every single employee understands and is on board with the customer promise.

Below, we have listed Seven Key CX trends for your company to focus on for 2019.


 1. Getting the balance right between technology and people is critical

Technology definitely has a role to play in CX Excellence but it must add to the experience and it can’t be the only area of investment. Customers want the emotional connection. We predict a growth in investment in staff training and empowerment, focusing on emotional intelligence and experience rather than just service.

 2. Businesses must have a clear customer promise

Customers do not tolerate over promising anymore. Trust has gone out the window. Honing in on a realistic customer promise will create a framework to deliver the experience your customers want. It will also be the foundation of your reputation. Honesty and transparency must be central to your promise. Use customer experience camps to develop your promise.

3. Agility will become a critical CX driver

Agile delivery across all channels will be critical to ensure CX Excellence and will become a key competitive differentiator. As customer expectations continue to rise, being able to quickly test, learn and revise will be the difference in getting and staying ahead of your competitors.

4. Silos will be removed

Human beings lie behind every great CX journey and CX champions know and leverage this. Companies need to breakdown internal silos and be structured around the customer with multi-functional teams focused on delivering CX Excellence. Culture, education and communication must be at the foundation of this business transformation.

5. The highly personal touch

More and more companies will design highly personal customer experiences to differentiate their business against competitor offerings, ensuring customers feel like important individuals with distinct needs and taste. Technology will support this by providing real-time customer insights to drive CX initiatives.

6. CX will become the recognised umbrella for business growth and cost savings

Shifting from a focus on short term profits to long term customer success is key. Senior management teams must understand that CX is a long-term programme that has no ‘quick fix’, but is the only way to differentiate their business.

7. The new method of customer acquisition

CX will help your company to not only retain your existing customers, it will also help you to acquire new customers. By delivering great experiences your existing customers will become advocates of your company. They will be so loyal, engaged and connected that they will sell on your behalf. Recommending you to family, friends and colleagues. CX turns your existing customers into sales people. This is the new method of customer acquisition.

While we have seen a dip in performance overall, this has left a huge opportunity for companies to improve and stand out from their competitors. Companies that will succeed are those that can break away from CX mediocrity and deliver a meaningful and consistent customer experience across all channels, while balancing the use of technology with the human touch.