TRUST, Secret to Experience-led Customer Service

An experience-led consumer journey goes beyond selling, e-commerce and omnichannel. It begins with Trust. Business only thrives when customers’ trust is earned! An experience-led consumer journey is no small feat – It requires a consumer-centered view of the entire business, from content marketing, call centre, supply chain, operating model and a technology ecosystem powered by real-time consumer data. Highlighted below are the areas in customer journey that must be reinforced in order to build Trust with customers:

1. Content Marketing – Mixed-Integrity
There had been a lot of mixed reactions from customers or prospects that today companies are selling lies to unsuspecting consumers. All the half- truth, omission, and spin we put on all our marketing pieces could be the reason why you don’t have authentic connection with customers. Brands have become such good liars that they can’t even tell the difference between lies and truth anymore. Trust is Key! When you display a diamond and delivers a copper to the customer, you have lost that customer for life. Even if your refund and return policy is great, we all know that prevention is better than cure. It’s better not to put it on your product description, than to put it and not deliver it!

2. Inadequate Attention to App/ Website UI/UX Review
Ignoring the source of customer feedback is like setting yourself up for crisis. Reviews are the best source of customer insights about your User Interphase and User Experience. Companies should see this as a gift. It’s an easy pathway to innovation and growth.

3. Inaccessible Contact Centre
Customer Effort Score (CES) is a single-item metric that measures how much effort a customer has to exert to get an issue resolved, a request fulfilled, a product purchased/returned or a question answered. Customer Net Effort Score to successfully connect to agents of most call centres in Nigeria stands at ‘VERY DIFFICULT’.