At Heart of the Customer, we recently had a software client who wasn’t winning as many sales as they expected. We mapped their customers’ pre-sales journey and found that the company was laying out their best practices, but prospective clients were ignoring them.
They just didn’t consider our client a trusted authority.
It’s common problem facing CX pros. You see your customers making “bad” choices, such as not making the best use of your company’s products or services. So you create communications to share the recommended approach.
But you just can’t get customers to change their behavior.