I recently read a Forbes article by Shep Hyken – 24 Customer Experience Mistakes You Must Stop Doing In 2024.

Are these 24 must-stops really driving the sharp declines in customer satisfaction scores reported in the most recent American Consumer Satisfaction Index (ACSI) study?

It is a comprehensive list; many of the items are annoying and frustrating for customers, and do impact their perceptions of a brand. However, they are too basic; they are what I consider hygiene improvements and only a few will have a significant impact on overall customer satisfaction.

To take this one step further, I think there are several critical must-stops missing from Shep’s list:

1. Stop thinking customer experience is not your job; it is every employee’s job. Every person in the organization plays a role in ensuring the experience being delivered lives up to your brand promise, even if they do not directly interact with customers.
2. Stop creating CX goals that are not organization-wide (see number 1).
3. Stop working in silos. Communication is critical. Understand the full customer journey, have cross-functional co-creation sessions (see number 2).
4. Stop focusing only on the WOW; delighting just a few customers doesn’t matter if you can’t be consistently good for all of your other customers.
5. Stop focusing on “one number” metrics; without identifying root cause and taking concrete steps to solve issues, tracking customer loyalty or satisfaction is a waste of time.

There are several on Shep’s list that resonated with me and, when done right, are what can have a significant impact on overall customer satisfaction.

10. Stop sending your customers generic messages (promotions, notes, emails, etc.). If you’re going to send a message, find a way to personalize it. And even if it is personalized, go back and re-read No. 9 (Stop spamming customers with too many unwanted messages.)

• Given today’s technology and access to customer data, some personalization is expected; however, ensure you get the personalization right.

11. Get out of the “one-size-fits-all” mindset. This falls under the topic of personalization, but this is not about a marketing message. We must recognize and embrace people’s differences in today’s diverse culture.

• Personalization is about knowing who your customers are, including their cultural differences. The “one-size-fits-all” mindset should be about designing and delivering experiences based on a customer’s value to the business.

12. Stop causing friction. What part of your process could go away? Do you force your customers to take extra steps to do business with you? Find ways to eliminate anything that causes friction.

• I agree with this 100%. This should have been number 1 on the list! If you don’t make it easy for your customers to achieve their objectives, your competitors will.

13. Stop ignoring your customers’ feedback. If the customer takes the time to share a comment, thank them, and if it is appropriate, do something with it.

• This is where many VoC programs fail; the data is collected but not shared with the appropriate people within the organization so action can be taken.

21. Stop ignoring your employees’ suggestions. People on the front line are more in sync with customers than anyone. Make it easy for them to let management and leadership know about opportunities to improve.

• I 100% agree; your employee provides a wealth of insight. Ensure that all frontline employees, and those supporting them, are included to understand root causes and create future state experiences.

22. Stop relying solely on digital interactions. Some companies have eliminated customers’ ability to connect with a live customer support agent. Don’t become so enamored with technology that you forget that the most powerful relationship builder is the human-to-human experience.

• Yes, yes, yes, human-to-human experiences are the most meaningful and impactful. Technology is an experience enabler, not the final solution.

23. Stop with the bad survey strategy. Surveys can be sent too quickly, too frequently, and are often too long. A bad survey taints the customer experience.

• Again, complete agreement here. Marketing research is a critical tool for every organization; however, it must be done correctly. DIY survey tools have tarnished the value of good research that, when properly designed, adds to your decision-making process.

24. Never stop trying. Never be complacent. Customer service and CX are continuing journeys that must continually be refreshed and renewed to keep up with the competition and your customers’ needs.

• Yes, yes, yes! Evolve or die.