Article Category: Customer retention
Published: September 11, 2023
Reading Time: 2 mins
As marketers, we're wired to obsess over delivering a customer experience that delights and exceeds customer expectations. What we might miss is the importance of removing boredom and frustration from that customer experience.
This article explores how businesses are overly focused on creating positive experiences while missing the importance of preventing bad ones, based on insights from a Harvard Business Review article by Alexander Chernev.
Businesses commonly make these mistakes in the name of creating better experiences, which actually create bad ones:
Offering too much choice without an opportunity to select a default option like 'bestseller' or 'editor's pick', which help consumers buy with confidence.
Requiring customers to register before they buy a product, rather than offering the option to 'continue' and create a profile after they've completed the purchase, when they're happier and more likely to do so.
Failing to help new processes, like onboarding, feel familiar to cultivate the feeling of comfort; while also failing to keep it fresh by letting established patterns languish without highlighting unexplored benefits.
Technology is an excellent accelerator, but it can also work against you if you're too focused on the journey you want your customers to follow versus the journey they want to be on.
This concept resonates strongly with businesses focused on helping brands build deeper, more meaningful relationships with their customers. The first step is understanding what customers want.
This article references insights from the Harvard Business Review article "Remove Boredom and Frustration from Your Customer Journey" by Alexander Chernev, published in March 2023.
Kognitiv is in the business of helping brands build deeper, more meaningful relationships with their customers through understanding what they want and delivering experiences that keep it interesting.