2 Ways CX Can Be Bad

2021 Preditction

JOURNEY

a customer experience newsletter

(this week’s newsletter is a 7-minute read)

2021 Predictions WHAT’S JOURNEY NEWSLETTER?
Journey is a weekly newsletter from Y Meadows that curates the best thought leadership at the intersection of technology and customer service.
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4 Ways Customer Success Changes Your Business


The Dark Side — Can Good CX be Bad?

Is it possible for a company to be too easy to do business with?  The answer, surprisingly, is “yes” – and it reflects a larger, more troubling issue about customer experience (CX) design.

  • Robinhood, a commission-free investing and trading app, has recently come under scrutiny from behavioral researchers who argue that the platform incentivizes potentially risky investor behavior.  The company’s stated mission is to “democratize finance for all,” and the firm has sought to accomplish that by making online trading simpler, easier and more engaging than ever before.
  • In the digital world, questionable user experience design tactics, like those Robinhood has come under fire for, are common enough that there’s a term for them: “dark patterns” (a phrase coined by British UX designer Harry Brignull back in 2010).

🌑 Dark Patterns: What are they? 🌑

Dark patterns refer to digital design techniques that purposely nudge the customer’s behavior in a certain direction.  Examples include:

  • The preselection of a purchase option which leads customers to unwittingly sign up for services they didn’t intend to buy (such as Amazon’s website defaulting to the “Subscribe & Save” option when customers purchase household good that require periodic replenishment).
  • Using brighter colors, bigger button sizes and strategically labeled links to get customers to click on certain options (e.g., such as social media firms’ privacy preference selections, which are designed to encourage users to make their posts viewable to the largest audience possible).
  • Free trials for services which require the customer to enter credit card information, and then deliberately avoid alerting the individual when the trial is expiring and recurring charges are commencing.

Whether employed online or offline, these are all examples of customer experience design techniques that steer people’s behavior in a certain direction – getting them to click a particular button, to make a purchase decision, to renew a subscription, to take some desired action.

It’s important to note, not all CX design techniques are bad.  The discipline relies heavily on behavioral and cognitive science to favorably shape customers’ perceptions and memories of an experience.
  • A problem arises, though, when these techniques are abused, when they serve to misalign the interests of the company and the customer – encouraging behavior that can actually be harmful to the individual or others around them.  When that happens, it undermines a key tenet of good CX design: the demonstration of advocacy for your customer.

2 Ways CX Can Be Bad


Virtual Settings, CX Adjustments — ✋ 5 Tips from Oskana Kolesnikova

The Covid-19 pandemic has dramatically changed the way we do business but here are five ways to bring humanity to virtual interactions with customers.

1. Don’t Forget Visual Interactions

One way you can help humanize virtual encounters with customers is by offering webcam chat help sessions instead of just chat boxes.

  • These visual interactions can assist your team in picking up non-verbal cues from your customers that can serve to enhance their conversations.

2. Experiment With Videos
Many customer interactions have moved into the digital realm.

  • As these transitions continue, it’s vital that your business doesn’t lose its human touch. Instead of sending emails full of text, take the time to construct videos.
  • These allow you to deliver your message as close to being in person as possible. Videos tend to have better click-through rates — which can help ensure more customers hear your message.
3. Humanize Your Staff

As your business takes the plunge into more virtual customer experiences, it’s essential that you still take measures to make your customers feel special.

  • It can be very easy to fall into the dehumanization process that online chats often trigger. Instead, try including photos of customer service representatives to make the experience feel more human.
  • It’s a basic human desire to put a face to a voice. When you showcase photos of your staff members, people really feel like they’re talking to a real person and not just a computer.
4. Add Variety To Meeting Platforms
While switching to phone meetings may be an easy go-to, they shouldn’t be your only contact method.

  • When in-person meetings are not feasible due to social distancing concerns, consider a video conference. This allows your team to read non-verbal customer cues and react accordingly. Plus, it allows people to feel more like they’re talking with a real person and not a stranger behind a keyboard.
  • As we dive into more digital connections, it’s important to remind customers that your staff is people just like them.

5. Consider Real-Time Support
You can help support customer retention by having staff present who can solve their problems in real-time.

  • Oftentimes, customers don’t want to wait until normal business hours to get an answer to their question. Artificial intelligence (AI) has made a big splash in customer support. While AI can be great for helping customers with rudimentary problems, it can’t fully replace genuine support agent care.
  • You should be mindful of when AI is valuable and when interaction requires real support agents.

2 Ways CX Is Bad



Snacks for the Road 🍿


A Penny For Your Thoughts…

“If everyone’s saying they offer the “leading solution,” what’s the customer to think? We can tell you what their response will be: “Great—give me 10 percent off.”

Matthew Dixon
The Effortless Experience (2013)

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