A common concern I see among CX pros is a concern over customers who are making “bad” choices. Customers who aren’t making the best use of the company’s products or services.
This problem exists across industries, both B2B and B2C. Some examples include:
- Business customers who underutilize their purchased software;
- Patients who don’t follow a recommended regimen known to improve their health;
- Gym members who don’t follow best practices to lose weight;
- Certification candidates who don’t follow the recommended methods to prepare for an exam.
These CX pros create communications to share the recommended approach, but they just can’t get customers to change.
The problem might not be the message. Instead, it might be the messenger (you). Read more