Written by Sprinklr’s Dalia Mansour and Fouad Khafaga 

In 2023, 97% of consumers and 98% of contact center managers say customer service interactions impact whether consumers stay loyal to a brand.  and 60% of consumers have switched brands due to a negative contact center experience.

If both the brands and their customers are aware and experience-centric, why do some brands repeat the same mistakes?
What kind of flaws and pitfalls can professionals avoid to provide a pleasant seamless experience across the board?

This is what this article is about, we will share with you 4 approaches every brand should steer away from. 

In today’s business environment, delivering a remarkable customer experience (CX) is essential for long-term success. But a lot of businesses unintentionally make their CX efforts worse by making the same mistakes. We’ll look at four surefire ways that your CX will fall short in this post and talk about how to prevent them.

  1. The Illusion: A single Metric approach 

This single metric view is limited, by looking only at cash flow for example -which is an important metric-,
Ignores a more holistic approach that can grant sustainability and continuity. 

Taking restaurants as an example, if we only look at units sold we can measure profits but we cannot measure the experience of the customers, How many of those are returning customers? Or even how many of those customers finished the food that was served?

This highlights the importance of looking at metrics that matter, The pandemic had and still proves that businesses that measure metrics that happened over metrics that matter. 

Businesses that look at a narrow view instead of an eagle view, that still look at traditional marketing digital instead of transformative digital markets. 


Businesses that look at a narrow view instead of an eagle view, that still look at traditional marketing digital instead of transformative digital markets.

Those businesses are at risk, not only during global pandemics and pivotal industry changes. They are at risk because a lack of a holistic approach inevitably results in a bad customer experience. 

Companies frequently make the error of depending on metrics that present a skewed picture of customer satisfaction. It’s possible to give the impression of success by concentrating only on indicators that are simple to measure, like response rate or call resolution time. But these measurements frequently fall short of encapsulating the real spirit of the customer experience.

 Businesses need to look more closely at relevant metrics that show customer sentiment, loyalty, and general satisfaction if they want to make sure their CX strategy is successful. Customer feedback surveys, sentiment analysis on social media, and Net Promoter Score (NPS) can offer more precise insights into the customer journey. By giving these metrics precedence over flimsy indicators, companies can develop a more genuine grasp of the requirements and preferences of their clients.

2. Silos: Breaking Down the Barriers

According to 2023 report only 22% of leaders think their teams are not sharing data and work in an un-siloed approach. 

 Working in silos impacts transparency, collaboration, cost per interaction, and most importantly customer experience. 

Organizational silos are a major barrier to attaining a seamless customer experience. Disjointed customer experiences result from departments operating independently of one another, which inevitably leads to communication breakdowns.

Companies need to encourage cross-departmental collaboration and communication in order to overcome this obstacle. A more integrated approach to customer service is made possible by dismantling organizational silos, which also guarantee smooth information transfer between teams. Departmental divides can be closed with the help of unified customer relationship management (CRM) systems and cross-functional collaboration, which will lead to a more coherent and successful CX strategy.

3. Legacy Mind Is Not Fit for New Expectations

Now more than ever customers are coming from different sources with high expectations from the brand.

Traditional approach to new challenges might work on the short run, but its not an investable strategy 

To quote IBM’s report IT challenges that have been exacerbated by the volume, velocity and variety of big data

47% of marketers are saying that gaining customer insights is still one of the major blockers to map an accurate customer journey 

The digital landscape is changing quickly, and so are the expectations of customers. Regrettably, some businesses struggle to change fast enough, especially when outdated ideas and tools impede advancement.

Organizations need to embrace innovation and keep up with new technologies in order to avoid this trap. Companies can better adapt to evolving customer expectations by implementing agile methodologies and funding upskilling training programs for staff members. Businesses can future-proof their customer experience (CX) strategies and stay flexible in the face of changing customer demands by fostering a culture that values continuous improvement.

4.  Putting Money into Preparation for Crisis Management

Unexpected difficulties and emergencies can significantly affect the customer experience. Not making the necessary investments to get ready for emergencies can make problems worse, harming a company’s reputation and driving away customers.

Businesses need to proactively identify possible risks and create effective crisis management strategies. This entails getting ready for contingencies like product recalls, hacks, or abrupt changes in consumer preferences. Teams can respond appropriately to difficult situations and uphold customer trust by investing in crisis scenario training and simulations.