For most businesses, the customer experience is a key driver of success. After all, companies that excel at serving their customers are more likely to keep them coming back again and again. At the same time, those who fail to meet their customers’ needs are more inclined to see those same people take their business elsewhere. However, many businesses fall short when it comes to creating an excellent customer experience. If your company also needs help in this area, you’re not alone. In fact, there are many businesses that struggle with delivering a positive customer experience. However, by avoiding these common pitfalls, you can learn ways to strengthen your CX and improve the way that your company interacts with customers on a day-to-day basis.

Lack of transparency

When it comes to customer experience, one of the biggest mistakes that businesses make is a lack of transparency. In particular, companies that fail to share information with their customers are far more likely to see their CX suffer as a result. In fact, a recent study found that many customers consider a company’s transparency to be the No. 1 factor in determining their overall satisfaction with the CX. So if your company isn’t being clear and transparent, you’re more likely to see your customers become dissatisfied with the experience that you’re providing. A lack of transparency can come in a number of different forms. It could be a failure to provide customers with information about a product or service that they’re interested in. It could also be a lack of clarity when it comes to explaining policies and procedures.

Lack of customer engagement

Another common mistake that many businesses make is a lack of customer engagement. Particularly, companies that fail to listen closely to the needs of their customers are more likely to create a less-than-satisfactory experience for them. And the result is that customers are less likely to come back again in the future. Too often, companies focus on the sale at the expense of putting their customers’ needs first. As a result, they don’t invest enough time and energy into engaging with customers and finding out what they want and need. Instead, they focus more on closing deals and making sales than on delivering value to the people they’re supposed to be helping. When you don’t engage with your customers, it might be easier to make a sale initially. But in the long run, you can expect to lose more customers because of your less-than-stellar CX. When you don’t engage with your customers, you’re missing out on an opportunity to learn more about their needs and to better understand why they’re buying from you in the first place. If you don’t take advantage of these chances and take the time to listen to your customers, you’ll struggle to deliver an excellent experience for them.

Too many touchpoints

Another mistake that many brands make is having too many touchpoints. Essentially, companies that have too many touchpoints are likely to overwhelm their customers and make their CX worse in the process. Too many touchpoints likely sounds like a contradiction. After all, if your company is making an effort to engage with its customers, why would having too many touchpoints be a bad thing? Fortunately, there are ways to avoid having too many touchpoints while still fulfilling your customer engagement goals. After all, you don’t need to have a customer experience that’s in constant contact with your customers. In fact, it’s possible to overwhelm them and create a negative experience if you’re communicating with them too often.

Too many automation tools

Another mistake that some businesses make is relying on too many automation tools. In particular, companies that rely on automation to dictate their customer experience are more likely to create a poor CX. Too many automation tools can hinder customer experience in a few different ways. In some cases, automation can be too rigid to accommodate customers’ needs. In others, it can be too impersonal. And in many cases, it can be too difficult to access. In the end, the goal of your company is not to create a frustrating experience for your customers. Instead, it’s to deliver value to them by solving their problems and meeting their needs. However, automation can make it difficult to achieve this goal. Automation is often a good thing because it can help streamline your business and make it more efficient. However, you need to be careful not to rely on it too heavily. Doing so can lead to an experience that’s too rigid and impersonal — and that isn’t beneficial for your customers.

Wrong metrics for success

Another mistake that many businesses make is focusing on the wrong metrics for success. In particular, companies that rely on metrics like conversion rates and sales figures to determine overall success are more likely to struggle with delivering an excellent CX. For many companies, conversion rate is an easy metric to track because it can be done manually. However, focusing on this metric alone can make it harder to actually understand your customers and create a positive experience for them. If you’re just tracking conversion rates, you may not be spending enough time understanding why customers are buying from you and how you can improve your offerings in the future.


Ultimately, there are many ways that businesses can struggle to provide an excellent customer experience. However, by avoiding these common pitfalls, you can strengthen your CX and improve the way that your company interacts with customers on a day-to-day basis. With a little bit of effort, you can create an experience that’s beneficial for both you and your customers. And once you’ve done so, you can expect to see your business thrive as a result.