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Common Customer Experience Mistakes

Posted by Kate Seat on 6/26/14 11:00 PM
Topics: college store customer service

One of the best ways to offer great customer service is to surprise and delight your customers, and to do that, you have to consider all aspects of the experience you are providing. When you evaluate your customer service methods, you may want to make sure that you aren't making three very common mistakes. To learn more about what to avoid, check out some of the highlights from an article by Mike Wittenstein, originally posted on

Implementing customer experience design with the customer first.

Businesses start making promises, tweeting and launching apps before their employees have the opportunity to get comfortable with a new offering. Buy-in from your employees will exponentially increase your efforts at better customer experience.

Start by working through your employees first when implementing an experience because it is theirs to deliver. It is people working with people. Engaged employees that are empowered and believe in the values of the business are likely to serve customers with a bit more passion. Customers feel that extra effort and it gives the customer experience greater impact.

Believing that the customer knows what they want.

This is not about ignoring your customer’s desires. Instead, it is about exceeding their expectations, and anticipation is the key. Uncover and then focus on needs that the customer is not aware of…yet. The delight of getting something that you did not know you wanted is memorable and likely to become a story told to others.

Anticipation is a key to customer experience design that elevates an experience from good to delightful and worthy of repeating.

Businesses let their internal processes dictate their customer’s experience.

This is probably the most common mistake of all. The really hard work of customer experience design is the back-of-house, operations work that must be adjusted in order to deliver the experience. Once you have uncovered what the experience is that the customer wants (and maybe some things they don’t yet know they want), you then tackle the operational components that make the experience possible.

There are really two halves to customer experience design. Half of the work is coming up with the great new ideas and designing them to delight your customers. The other half is aligning your processes in a way that allows the experience to unfold.

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