María Lucía Villegas
1 min read.
Last week I was using a delivery app to order groceries I needed a the moment. I’m going to be honest, it’s not the best app, I’ve experienced many inconveniences with the app but it often meets my needs (most of them driven by urgency) at specific times. Well, this was one of those times.
I decided to order through the app because I didn’t have much time to go grocery shopping, and it could easily be one of my worst experiences as a customer with a digital app. Without going into detail, the delivery never arrived and the money I had already paid didn’t either.
So I started thinking about the importance of covering every possible situation the customer could have when using our platforms in the solution and digital strategy, mainly because all it takes is asking. People who consume our products are the ones that keep our businesses alive. Why wouldn’t we put our best efforts into providing them the best experience?
I think one of the reasons this happens is that companies don’t care enough about it or don’t think about how minor inconveniences could end a customer’s loyalty. This is why they don’t do enough research with the platforms’ users on how it would affect the customer journey.
And as we like to say, technology should work for you, sadly there are only a few times we stumble upon digital products that leave us 100% satisfied. According to Gartner, this year, 50% of large organizations will have failed to unify engagement channels, resulting in a disjointed and siloed customer experience that lacks context.
Now imagine if that’s the data for large organizations, that have the necessary resources to implement a successful strategy for their customers. What can smaller organizations come up to? The truth is that you don’t need to do everything at once, but at least prioritize those crucial points and solve them fast. We owe that to our customers.