What’s the biggest mistake most companies make when it comes to the customer experience (CX)?
We recently asked UnSeller Scott Stratten this very question. His response was so insightful, we decided to follow up for more details. This time around, we received an incredibly important message that all businesses need to hear: Most companies believe they’re doing CX well, Stratten says, when in fact they’re missing the mark — by a long shot.
“They assume, but have never actually found out if they’re doing it well,” he explains. And it’s those assumptions that ultimately harm the businesses’ ability to cultivate customers for life.
“There’s a lot of momentum, a lot of goodwill,” he says. “But companies simply don’t realize they’re not doing the best job they could. Either they’re not listening or not asking. As a result, we have a big gap. We always think we’re doing better than we are.”
That gap is a significant one: Stratten cites a study that states as many as eight in ten companies think they give exemplary service, when only 12% of customers feel the same way. Which is a shame, since 80% of customers are willing to pay more for a better customer experience.
The good news? There’s a lot of untapped potential. If you’re ready to make the most of the tools, technologies and opportunities available today, your company can make significant strides in engaging with customers in meaningful ways.
So…what’s the first step to turning things around at your organization? Watch the video to get the answers straight from the UnSeller himself:
A huge thanks to Scott Stratten for sharing his insights during SugarConnection Boston! To hear more of his observations and recommendations, we highly recommend subscribing to the UnPodcast.