Treating customer experience like a transaction is a common mistake companies make that can seriously affect customer loyalty and retention, revenue, and reputation.
Reasons Not to Treat CX Like a Transaction
Focusing solely on the transaction ignores the overall customer journey, which is crucial to delivering positive customer experiences (CX). The customer journey includes many interactions and touchpoints that can shape a customer’s experience, including opportunities to delight and engage and address issues or pain points.
Another reason companies should not treat CX merely as a transaction is that customer loyalty is built on more than just the transaction. Customers want to feel valued and appreciated as individuals, not numbers. That can’t happen with a single transaction.
Treating CX as a transaction can also lead to a transactional mindset where the focus is on completing the sale or interaction as quickly and efficiently as possible rather than building a long-term relationship with the customer.
Focus on Holistic CX Instead
Instead of treating customer experience as a transaction, companies should strive to take a holistic approach that reflects the entire customer journey, from the initial contact to post-purchase follow-up, taking the many interactions and touchpoints that influence a customer’s perception of the brand into account.
That process starts by combining vision, strategy, and technology to develop a communications system that creates frictionless CX across all voice and digital channels, wherever the customer wants to be.
Prioritize the Customer Journey
Treating customer interactions from a purely transactional perspective is short-sighted and does not consider the customer journey or value in building long-term customer relationships.
The solution is to emphasize holistic CX, personalize the experience, and address customer concerns.
By prioritizing CX over a transactional mindset, companies can create a loyal customer base and drive long-term financial and reputational success. Here’s how the right IVA and CX partner can help you deliver an enhanced, enriched experience for your customers.