CX: It's Complicated

We once lived in a time when consumers tended to stay with a familiar brand rather than testing the waters with a competitor. That era of brand loyalty has passed, and today it's easier than ever for an unhappy customer to jump ship to a competitor. So what are the encounters that motivate customers to leave a brand? And after a bad experience, can brands entice them to stay? (Spoiler alert: they can.)

In this episode of CX: It's Complicated, Jessica Keehn, Tom Bird, and Mark Niemiec discuss their own personal CX horror stories and whether they're a complainer (someone who shares their grievances) or a sufferer (someone who doesn't voice their dissatisfaction to a brand). Have any of them ever given a public review after a bad experience? (You might be surprised).

(Customer service leaders, take note: navigating byzantine phone systems and being unable to connect with a human during a service encounter are a common denominator of consumer rage.)

As customer service becomes more automated and more companies use AI to respond to customers in a timely way, the complexities of managing a customer relationship during emotional moments become apparent. Jessica, Tom, and Mark discuss how to balance customers wanting quick answers versus customers wanting to feel understood by their favorite brands – and even name some of the brands who offer great experiences. 

Key takeaway: The customer experience lies at the forefront of brand loyalty, and brands utilizing the power of people, data, and technology (huge emphasis on people) leave the competition far behind.