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How Important is One Customer’s Experience for Your Business?

Lauren Burgess  |  May 10, 2018

Lauren Burgess  |  May 10, 2018

        

You serve hundreds, maybe even thousands of customers each day through your website. You’re still turning a profit and you can see from your analytics software that you’re getting plenty of site visits and enough conversions to keep things ticking over nicely. Of course, with more competition entering the market, you know that keeping hold of your current customers will only get more challenging.

One day, your customer support team receives this furious email from a customer about their miserable experience on your website:

Dear ACME Corporation,
 
I came to your website last week to ATTEMPT (!!) to order some rocket-powered roller skates and several anvils for… a personal project. I’m a long-time customer of ACME Corp and have shopped in stores for years.
 
Despite encountering some defective products in the past, I’ve stayed loyal because I’ve always had a great experience with your in-store staff members and believe your creativity in product development is unparalleled. I mistakenly believed this positive experience would be replicated online. Unfortunately, your website was a nightmare to navigate, loads of the buttons were unresponsive and the descriptions were wrong on several products, meaning your search bar was useless!
 
All this means that I couldn’t get my order in and my scheme was foiled once again. It’s a shame because I really think this would have been the one to turn things around for me.
 
I’m going to do my shopping elsewhere in future and you can be sure that I’ll be warning all my friends about your horrible website!
 
Sincerely,
Wile E. Coyote

 

Your team is understandably taken aback. Nothing in the surface metrics you’ve been tracking indicate that your website is making customers miserable, yet here you have a loyal customer swearing off your products as a result of his digital experience. At this point, your team have two options. They can either conduct a full audit of your digital properties and implement an optimization plan, or they can write it off as an anomaly, send the customer some vouchers to say sorry and forget it ever happened.

A digital transformation is a massive investment, and the team aren’t convinced they can get stakeholder buy-in for the required changes and ongoing optimization efforts. Labeling it a one-off, they chalk it up to one kooky customer misusing the site and carry on as usual.


“Your most unhappy customers are your greatest source of learning.” - Bill Gates

Why that One Unhappy Customer is So Important

It’s safe to say that Mr. Coyote is very unhappy, but there’s a good chance he isn’t the angriest or most frustrated person that’s ever dealt with ACME’s website. He was simply the loudest.

Complaining directly to a company is arguably a rarer occurrence when it comes to digital experiences. A person is far more likely to post a review somewhere online or call you out on social media than attempt to remedy a situation with your team. Even with a digital team on the lookout for these negative mentions, it can be difficult to keep on top of everyone’s feedback. Harder still is making improvements for the silent majority that interact with you online but never tell you anything about their experiences.

You can bet that if one customer is motivated enough to complain to you, there are many more who have instead elected to “vote with their feet” and taken their business to your competitor. It’s these people that you need to impress, and you can only do that with an effective optimization strategy based on scientific insights.

Extracting value from what people aren’t saying is a massive challenge, but it’s a challenge that must be met if an enterprise is to deliver exceptional customer experiences and fend off competition in a crowded marketplace.

How the Right Technology Helps You Understand Customer Experience

Thankfully, digital experience intelligence platforms like Decibel can help you discover exactly how your customers are feeling as they move around your website. There’s no need to issue a deluge of awkward surveys, their behavior will tell you everything you need to know about how engaged, frustrated or confused they are at every stage of the customer journey.

With machine learning and proprietary algorithms, the platform can score your digital property in five categories and produce an overall digital experience score (DXS®). This score is the first all-encompassing metric that distils customer experience across your entire website into a single figure. The system will automatically flag up any opportunities for improving experiences and your DXS® will reflect the outcomes of your efforts, so you’ll always know if you’re heading the right direction.

Decibel measures every tiny action on a site, from clicks and scroll engagement to mouse rotations and cursor velocity. With qualitative data at quantitative scale, you receive an unparalleled insight into the minds of your customers and can use the knowledge to design smooth, personalized experiences that engender loyalty and advocacy.

Bringing it All Together

So, to answer the question this article posited, one customer’s experience is very important because no experience happens in isolation. For every customer that you’re aware had a negative interaction with you, dozens more are walking away for the same reasons in silence. Only with the right digital experience intelligence can you “listen” to these silent customers and start delivering consistent, remarkable experiences.

Would you like to know more about Decibel and DXS®? Click the image below to get your free guide. Alternatively, if you would like a demo of the system, enter your details here and a member of the team will be in touch shortly.

DigitalExperienceScore

Lauren Burgess

Written on May 10, 2018 by:

Lauren Burgess

Lauren is a Digital Marketing Executive at Decibel.

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