January 11, 2018 | Written by: Henrietta Akpata
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Are your website and other customer channels performing flawlessly – or are your customers struggling? How do you know?
Not too long ago, when you wanted a new product, say a vacuum cleaner, that meant driving to a brick-and-mortar store to research. You’d test-drive the product, choose between upright or canister, bagged or unbagged. Maybe you’d ask a friend or two for a recommendation. Often, a sales rep could answer questions and help you with your purchase. Most likely, you’d decide right there, selecting a familiar brand name. Your biggest struggle was finding a parking spot near the store.
How do your customers shop?
Today’s customers have multiple ways to purchase and research products and services. They’re now more likely to locate that vacuum cleaner online after visiting review sites, social media and independent blogs to assess everything from quality to price to customer service. Negative reviews from strangers will likely figure in their buying decision. And, when they’re ready to buy, they want an easy, streamlined experience.
Nearly half of those surveyed by Deloitte said that reviews, comments and feedback on social media impacted their shopping choices. Businesses with just one negative article risk losing as many as 22% of customers. If three negative articles pop up in a search query, the potential for lost customers increases to 59.2%. Get four or more negative articles and you’re likely to lose 70% of potential customers.
How fast can a bad customer experience travel?
Like wildfire, a negative review can spread across the internet and scorch your brand’s reputation. It’s unfortunate, but the human brain tends to remember and ruminate more about unpleasant events than happy ones. Research tells us it takes 12 positive experiences to repair the damage caused by a single bad one. Add in the fact that most customers don’t bother to complain – they just don’t come back – leaving you in the dark about why they left in the first place. What went wrong? Was it a customer experience, pricing or product issue? Or something else?
Consider these statistics:
- 78% of consumers have ended a transaction due to bad service
- Only 4% of unhappy customers actually speak up
- A 5% increase in customer retention can increase a company’s profitability by 75%
The customer experience can make or break your brand. And given it costs 6–7 times more to acquire a new customer than to retain an existing one, it’s just easier to invest in the customer experience.
What’s making your customers struggle?
But things happen, right? Maybe pages are slow to load. Or that promo code you sent them didn’t work. And imagine the frustration of finding the perfect vacuum cleaner only to find you can’t check out. Whether they’re browsing your website, making a purchase or receiving customer support, if you don’t know where a customer is getting stuck in the process, that’s a lost opportunity.
By the time you’ve figured out there’s a problem, your customer may have already moved on to your competitor. How can you fix the issue if you don’t know the cause?
Enter Watson – you and machine working together
Fortunately, advances in AI can help you detect and isolate customer struggles, so you can proactively optimize customer journeys before they impact your business. Uncovering struggle and its root cause gives you the opportunity to optimize the journey and fix any issues before your business is impacted.
Watson helps your employees augment their expertise, creating a new partnership between individuals and machines that can alert you to problems before they mar your brand’s reputation.
And Watson is great at identifying patterns. After just three days of capturing customer traffic data across your channels, he’ll start to learn what constitutes customer struggle for your brand. He’ll notify you immediately when something seems amiss. You can even teach Watson whether an event is an anomaly. And because he gets better and better at recognizing struggle for your business, you’ll continuously have insights – in real time – that’ll help you turn frustrated visitors into satisfied, loyal customers.
Want to learn more? Explore the interactive ebook, “A 3-point strategy for boosting conversions: How to solve customer struggle and optimize journeys using AI.”
Find out how to:
Tackle common challenges that cause customers to abandon
Detect struggle scenarios fast – so you can fix them before it’s too late!
Visualize and optimize customers’ journeys
 Deloitte Digital 2015, “Navigating the New Digital Divide: Capitalizing on digital influence in retail,” 2015. https://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-cb-navigating-the-new-digital-divide-051315.pdf
 Hinckley, Dan, Moz.com, “New Study: Data Reveals 67% of Consumers are Influenced by Online Reviews,” 2 Sept 2015. https://moz.com/blog/new-data-reveals-67-of-consumers-are-influenced-by-online-reviews
 Tugend, Alina, NY Times, “Praise Is Fleeting, but Brickbats We Recall,” 23 Mar 2012. http://www.nytimes.com/2012/03/24/your-money/why-people-remember-negative-events-more-than-positive-ones.html?mcubz=1
 Newman, Daniel, Forbes, “Customer Experience is the Future of Marketing,” 13 Oct 2015. https://www.forbes.com/sites/danielnewman/2015/10/13/customer-experience-is-the-future-of-marketing/#22ea7812193d
 American Express, “Good Service is Good Business: American Consumers Willing to Spend More with Companies That Get Service Right,” 3 May 2011. http://about.americanexpress.com/news/pr/2011/csbar.aspx
 Help Scout, “75 Customer Service Quotes & Statistics: How Your Business Can Deliver with the Best of the Best,”
 Lawrence, Alex, Forbes, “Five Customer Retention Tips for Entrepreneurs,” 1 Nov 2012. https://www.forbes.com/sites/alexlawrence/2012/11/01/five-customer-retention-tips-for-entrepreneurs/#57091d915e8d