The Difference Between a Positive and Negative Customer Experience
A positive customer experience is one where the customer walks away from every touchpoint or interaction with your brand feeling happy and satisfied. Positive customer experiences include well-targeted marketing campaigns, easy-to-purchase-from ecommerce sites, simplified buying experiences, self-service options, and the ability to connect with your brand anytime, anywhere, through any device. Customers expect brands to offer multiple channels for engagement. They want brands to anticipate their needs. And they want their loyalty rewarded through useful and relevant loyalty programs.
Data plays a crucial role in CX outcomes. To provide a great customer experience, you need to connect your data and intelligence across all of your systems, from the front office to the back office. This enables you to deliver a seamless, connected experience to every customer, in a personalized way, across all customer touchpoints.
A negative customer experience is one that leaves the customer feeling unhappy, disappointed, or even frustrated with their interactions with your brand. Negative customer experiences often stem from customers’ perceptions that the brand doesn’t know them and their needs at all (or doesn’t care), or that the brand is difficult to do business with. These perceptions can develop in response to factors such as
- Difficult-to-navigate websites
- Products that don’t meet expectations
- Sluggish service request resolution
- Irrelevant marketing outreach
In an increasingly personalized world, standardized customer interactions are extremely off-putting for customers―especially when companies are able to acquire a wealth of information about each of their customers. In the connected, data-driven world, there’s no excuse for a disconnect between brands and customers. Negative customer experience can result when the service team is unaware of a customer’s previous interactions with the company, when the company doesn’t have a customer’s correct information, or when personalization is missing entirely.