Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Customers are Taking Control of the Customer Experience

Blog
29th September 2016

customer experience, customer journey, multichannel, omni-channel

I recently read a Forbes article by the customer experience (CX) consultant Adrian Swinscoe that focused on the risk of customer habituation. Adrian writes about the danger in some organisations that the brand and the customer just get used to each other – the relationship is taken for granted. Following Helen’s blog earlier this week, it makes sense to look into how brands and customers are managing their relationships.

Despite many brands having Voice of the Customer programmes and complex customer journey mapping, there is always a danger that, over time, the customer is taken for granted. When customer behaviour is assumed to always remain as it was in the past, there is a danger of habituation creating a situation where the relationship breaks down.

I believe that this is more of a danger than many customer experience experts appear to recognise. Even the Forbes article only advises that awareness and attention are required to ensure the relationship remains good. Habituation is a big enough risk to require targeted strategies, and active positive steps need to be taken to prevent it occurring.

The reason I’m suggesting this so emphatically is that customer expectations often drive the way that companies plan their CX strategy today. Customers are changing their expectations faster than ever as new technologies allow them to interact with brands more easily and across many more channels.

Think back to when the customer service team defined the time that customers were “allowed” to ask a question. “Call us on this number between 9am and 5pm Monday to Friday and we might be able to help, but don’t bother at any other time.” Try that kind of approach today and see how satisfied your customers are!

Customer expectations have moved on and this feeds back into the way that customer experience is planned. Customers themselves become habituated to new standards of what they consider to be normal. It doesn’t take much vision to see a few years into the future because we can see the various technologies that are going to impact on the customer experience.

Imagine a car dealer in five years telling customers that it’s not possible to take a look at a model using a virtual reality system. It might sound unusual today, but when nine out of ten dealers offer a virtual driving experience before buying a car, who will bother visiting the tenth one?

Customer and brand habituation is an important subject that I expect to return to here because there are many questions about who changes faster – the customer or the brand? I think that as long as the company keeps one eye on what technologies customers are using to communicate with their friends, their planning should mostly be successful.

What do you think of the impact of habituation on the customer experience? Leave a comment or get in touch on LinkedIn and let me know.


Leave a Reply

Your email address will not be published.Required fields are marked *


David Turner
Article by: David Turner

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
News
Regardless of age, consumers want a fast response and value data security

A clear preference for speed in customer service across the board The most important aspect of customer service for companies to prioritise is protecting consumer data (53%) Nearly two-thirds would pay more for a company’s product or service if a company deals with issues and queries quickly and effectively, even more than if a brand is involved in the community (44%) or has values...

News
Employees agree on the advantages of a cross age-group workforce

New YouGov research shows broad support for multi-generational and flexible working and fast resolution for customer service issues. 60% of British employees value the sharing of different view-points among a multi-gen workforce 76% support casual dress, working from home (76%) and flexible...

Blog
Whitepaper launch: Generations – Cohort views on CX and the workplace

Webhelp’s latest Disruptor Series Whitepaper, which highlights the impact of generational influences on CX. For the launch, Gillian Campbell, Chief People Officer UK Region & Director Global Engagement, takes a look at employee issues and how they will affect the workforce moving...

Whitepaper
Generation: Cohort views on CX and the workplace

What changes do employers need to make to engage with an increasingly multi-generational workforce? How well do brands understand their customer demographics? Are their CX strategies being tailored to reflect differences in generational attitudes and behaviours? The Webhelp Disruptor Series...

Case Studies
[Fashion] Fifty Jeans – Launch your brand without cashflow problems!

...

Load more
×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook