User Touchpoints Ratings
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The closer you are to your customers, the more relevant your product will be and the more likely you make it for people to choose you. It may seem obvious, but the gap between those that do and those that talk is widening, despite the immediate bottom-line benefits. But more than this, companies that put usefulness at the heart of what they do become part of their customers’ lives.
What if you discovered a fixable problem was costing your company a quarter of its revenues? Well, a recent survey commissioned by Tealeaf ® and conducted by Econsultancy shows just that. The survey of nearly 500 business professionals working for companies involved in e-commerce and e-business indicates that U.S. companies are losing as much as 23 percent of their entire annual online revenues from providing poor experiences to their online customers. One would assume that a loss of this magnitude would be a wake-up call to ebusinesses.
In some business circles, getting people to believe in a return on customer experience investments is a lot like getting them to acknowledge the existence of Santa Claus. Admittedly, it can be difficult to quantify a specific profit or revenue impact from some types of experience enhancers—more robust "voice of the customer" programs, more polished customer statements, better trained front-line personnel, streamlined customer touchpoints, a more user-friendly website, etc. The financials surrounding such initiatives are much less precise than those of hard-dollar initiatives, like the renegotiation of real estate leases or the consolidation of corporate functions.