The customer journey offers several points at which customer experience can be improved. However, not all of these points are similar. It is important to get to know the character and potential of the situation.

In the customer contact cycle, there are always highs and lows. The lows are mostly seen as barriers. Waiting times, admin, problems and their solutions. But there are also the highs: better, faster, cheaper than expected, personal contact with the service, quality of problem solution, positive references in friendship circles. In the end, the customer weighs all of this up and decides whether they stay or go.

You have to deal with the highs and lows differently. Barriers must be removed. They are the so-called “dissatisfiers”, and only have a negative impact on customer experience. Customer perception does not simply go up when you do something especially well, but it does go down when there are barriers in place.

However, it is important that you get to know the barriers. Is looking after the waste paper basket a barrier or added value? The customer decides in the end. We can only definitively say where the barriers are and how the perception of barriers is developing, when we are given feedback. Setting up this measurement process is important because there is nothing more annoying than going from high to low. To make waste paper basket a more detailed factor in order to increase transparency is counter-productive, if the customer just wants more simplicity.

The rule is, not to put money into brightening up the barriers. The first step in a customer experience programme must always therefore be: dismantle the barriers.