In today’s fast-paced world, the quality of customer experience can make or break a brand’s reputation. While great service highlights what poor experiences lack, the frustration of bad interactions often stems from a few recurring friction points. One glaring issue is the long wait times customers endure when seeking support. Being put on hold or navigating complex IVR systems is not just inconvenient — it signals a disregard for the customer’s time.

Imagine, instead, a future where AI agents greet customers immediately, assess their needs, and prioritize urgent requests. This would transform the frustrating waiting game into a seamless, efficient experience.

Additionally, many companies unintentionally place obstacles in front of their customers, requiring them to fill out excessive forms or navigate complicated processes just to receive assistance. This “make them work for it” mentality not only irritates customers but reveals a broken system. When businesses grapple with fragmented data, it becomes impossible to provide a cohesive and personalized experience. By adopting a holistic approach that connects various customer experience platforms, companies can eliminate these barriers, enabling smoother interactions and faster resolutions.

On the flip side, brands that excel in customer experience understand the importance of personalization and context. Take Nordstrom’s customer service team, for example. They provide specialized, empathetic support tailored to individual needs. Their proactive approach — notifying customers about order delays or offering personalized recommendations — demonstrates a commitment to valuing each customer’s time and experience. By leveraging AI and integrating data systems, businesses can create an environment where customers feel respected, understood, and ultimately more loyal to the brand.

Another critical aspect of poor customer experience is how it can make customers feel insignificant. When individuals have to repeatedly introduce themselves or re-explain their issues, it can be disheartening. This lack of continuity often stems from disconnected systems where CRM tools fail to communicate effectively. Customers want to be seen and valued, not treated as just another number in a queue. The result is a disconnect that breeds frustration and erodes trust, as customers question why their history isn’t acknowledged in each interaction.

As I was writing this newsletter entry, I remembered a campaign from over a decade ago. Funny how an ad poking fun at “bad” customer service still hits home today. Discover Consumer Bank highlighted the exact frustrations that are still driving customers away in 2024.

So why are these issues still around? And what can we do to create the seamless, thoughtful experiences people actually want?

Take a look at the campaign ads here and see what still hits close to home.

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