Customer Experience (CE) winners and Losers

We all deal with many different companies on a daily basis. For most of us, if things go more or less as planned, we tend to not even give a second thought to it and merely go about on our way. When things go wrong, we tend to become frustrated or even annoyed, especially if the solution to a given situation is obvious to us. However, when things go really well and exceed every expectation, what do we do?

According to reviewtrackers.com, customers are much more inclined to leave a negative response (34%) than a positive response (28%). Here are some other facts to consider before we dive into the meat of this post.

According to Lee Resources, when customers are unhappy, there’s a 91 percent chance they won’t do business with a company again.

A single negative customer experience is a primary factor of why 86 percent of consumers quit doing business with a company (Customer Experience Impact Report).

Dissatisfied customers typically share negative experiences with 9 to 15 others about their experience while some tell 20 or more (White House Office of Consumer Affairs).

On the other hand, good customer experiences are an indicator that 42 percent of consumers patronize a business a second time (Zendesk Customer Service Study).

Now for the kicker…

According to Inc.com, it takes roughly 40 positive customer experiences to undo the damage of a single negative review.

Webstation Global Business Solutions knows only too well that a bad website experience is not really much different than physical interactions with a company with one very important exception. We have seen a trend where online customers are far less likely to complete an online purchase from one company since the competition is a few clicks away, unlike in the real world where time constraints and the hassle of having to go to a new store may persuade customers to suck up some of the rough edges and rationalize completing a purchase.

Every online business owner needs to understand the immense value of Customer Experience (CE) and how to manage expectations. Accordingly, here are some trends that we use as a core piece of our development strategy.

Mobile First – all websites or web applications we design and develop are designed to load first and foremost on mobile devices. Since mobile now accounts for up to 75% of all web traffic to some of our websites, this is imperative to understand. Beyond just using a responsive design, the web pages must load fast and present the user with an interactive interface within seconds.

Google Lighthouse – Google Lighthouse is a web resource auditing tool built into Chrome for developers. At Webstation, we use it religiously to ensure the four core principles of technology are optimized to deliver amazing customer experiences.

Here is a before and after comparison of a single web page we built to show a client the possibilities of what we can deliver. The first image, their existing website scored only 9 out of 100 for performance. The load time was sometimes as high as 18 seconds; hardly a great customer experience for a website visitor on mobile.


Furthermore, the web page contained several broken links (3) and some general warnings. Here is the result (using the same content and with all functionality and visible components intact) of our newly redesigned page.


Delivering good customer experiences on your website goes far beyond just building a webpage, however. Here are some simple tactics we use for our customers to deliver great customer experience.

  1. Ask for as little data as possible from your visitors and use a tiered approach to getting more data. For example, there is no point forcing someone to create an account to browse your online wares prior to them making a decision to purchase;
  2. Allow them access to the resources they seek with the fewest number of clicks. Navigation schemes are one of the most under-rated ways to keep customers happy in our experience;
  3. Do not ask for data you already have. An example of this is a conference website where users had to create an account, then to apply to speak were presented with a form that contained some of the same data fields. Why should any customer have to tell you their email twice?
  4. Link disparate channels of communications to deliver good customer experiences. Scenario – You are calling your bank and are asked to key in the numbers from your bank card. Minutes later, you are transferred to a human being and the first question they ask you is “can you please give me the numbers on your bank card?”. Gah!!!
  5. Ensure your pages are accessible to ALL customers. Visually and hearing impaired users of the internet make up a substantive portion of online traffic. If you cater to this demographic better than your competition, there is a good chance you will receive their business.
  6. Respond to online reviews. Many customers simply post reviews our of frustration and a short-lived feeling of anger. Responding and catering to the review with a genuine offer to make good on whatever the issue is will help others see you are a company that strives to deliver good customer experiences. Our favorite is Hotels.com, a company that has successfully demonstrated to us time and time again that they will go out of their way to rectify any error and compensate a customer for the hassle. To test this, would you consider doing business with a company if you saw these reviews?

Not only has the restaurant not bothered to address either compaint, several other users are bolstering his review by giving “thumbs-up” and “voting up” the negative reviews, some going as far as to thank the reviewer for “saving” them from a horrible exprience.

We are here to help. If you suspect your website is not delivering and want to decrease the drop off rates and increase customer satisfaction, Webstation Global Business Solutions can help. Best of all, it’s FREE!

Just use the form at https://www.webstationhq.com/contact.php to make contact and we will deliver a free report coupled with a free 30-minute call to discuss the results.

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