April 30, 2012 | The XM Blog

What’s Apparent to You May Not be What’s Causing Your Visitors Frustration


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Frustration is frustrating!

The real maddening thing is – especially for a business – regardless of your best intentions, there will always be someone finding fault with just about everything you do. As business leaders, if you’re entering the race to please everyone you better lace up those shoes (and tie them tight) because it’s one giant hurdle after another. And it can get tiring and, yes, frustrating, very quickly.

You probably like to think your views as an analyst or marketing genius (or any role you play in your business) are representative of everyone as a whole, even your customers but your views only represent what you BELIEVE everyone wants, desires, or will find useful and/or satisfying. Customer satisfaction transcends all levels of the company, cascading from the very top to the very bottom.

When it comes to your website for example, you’re probably aware of (what you believe) are amazing and great features of your site and even have insight into some of the potential challenges.. However, as apparent as these issues are to you, your customers have a far different experience than you do while visiting your site. Different perspectives, wants, and needs drive behaviors we can only hope to understand. Therein lies the challenge: we need to focus on seeing the world through our customer’s eyes, not ours.

For example, ForeSee worked with a retail client that was broadly aware of some of their site’s more challenging navigational and messaging elements. The retailer was recently acquired by a new parent company, leaving the blended website team members scratching their heads as to what site improvements to make a priority.

This situation – and countless others like it – is the pudding to customer experience analytics’ proof.

In this case, ForeSee’s customer experience data revealed a significant group of visitors that came to the site specifically to make a purchase had left the site without buying anything. Upon further analysis, a ForeSee Satisfaction Research Analyst demonstrated that the site’s current functionality required a minimum of six page views before visitors were informed there were no exact matches for the item they were trying to buy. Furthermore, the site’s messaging left visitors confused as to whether the product was sold out, or if more would be available at a later date. This caused visitors who had come to the site intending to make a purchase to leave without purchasing anything at all.

When ForeSee walked the retail client through this analysis step-by-step, the team experienced quite an “ah-ha” moment. While it was clear to the client that their site’s navigation and messaging needed improvement, they were not aware that site visitors were experiencing an entirely different issue that had a much greater impact on their bottom line.

The key takeaway from this case study: look at things from your customers’ point of view. Your biggest problem may be that you BELIEVE you already know what your biggest problem is. But the only way to ensure your customers are truly satisfied is to create a dialog with them. They’ll tell you what you need to hear. You just need to ask and listen.

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About the Author

As a pioneer in customer experience analytics, Verint delivers superior technology and proven methodology to connect the customer experience to the bottom line. The result is better business for companies and a better experience for consumers.

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