I’ve recently noticed something that struck me as I moved from the Netherlands to Spain. This move entailed changing many services, purchasing a house, and dealing with government bureaucracy, among other things. The list is incredibly long. During this period of change, I made notes on my customer journey experiences. What really struck me was the lack of clear roadmaps provided by companies. In this post, I want to share a few examples of what this means for a customer and how companies can easily improve this aspect.
Not Showcasing Your Offer
We began our moving adventure to Spain last year, narrowed our search to one city, and knew the type of apartment we wanted to buy. Being in the Netherlands, we couldn’t visit real estate offices in Spain, which seems to be the preferred approach there, so we relied on online searches for our new home.
Our preference was for a new build, so we looked at building projects in the city. We quickly discovered that these companies do not display all the apartments they offer, only showcasing a few examples. I can speculate on the reasons for this, but the apartment we ended up buying was not listed, nor was it clear that it was even for sale.
We nearly overlooked this project because we found nothing that met our needs, but fortunately, we visited the sales office and learned about our current home. Lesson learned: do not underestimate the online journey potential clients might take. If you don’t showcase your offerings, they might just move on to the next website, and you lose a potential client.
Not Understanding Client Anxiety
After committing to move abroad, we needed a moving company. This was our first experience hiring movers, and the process was completely new to us. Additionally, we were moving to a new country, needed to sort out countless details, and were quite stressed about the project. We chose a moving company based on a pleasant conversation with the owner, who visited our home to assess the workload. We were convinced they were the right choice.
We needed to be in Spain by August to apply for our son’s school, which required residency. As the deadline approached, we heard nothing from the moving company. Despite multiple calls and promises for callbacks, updates, and packing boxes, nothing materialized. Our contact person reassured us that everything would be fine, but after several such assurances, our faith dwindled. We even considered other moving companies, but as the deadline loomed, it seemed impractical.
Ultimately, we did move in August—two weeks later than originally planned—but everything went smoothly, just as we were told. My takeaway is that failing to recognize a client’s stress can exacerbate their anxiety. Accurate communication and clarity about the process can significantly alleviate stress.
Not Utilizing Feel-Good Moments
As a marketer, I noticed something about our real estate agent in the Netherlands. While they did a good job, they missed opportunities to connect with us during celebratory moments. First, after receiving our home’s photographs from the photographer, no one from the agency reached out to commend the photos’ quality, despite the effort my wife and I put into preparing our home. Second, when viewings began to be scheduled, there was no congratulatory message or acknowledgment from the agent, missing another opportunity to bond. Third, a few weeks after we had moved to Spain, a follow-up from the agent asking about our new home would have been a thoughtful gesture. Small acts of recognition can significantly enhance the customer experience.
Not the Right Time for Upsell
An interesting observation occurred when we had issues with our internet connection in our new home. Despite the customer service representative’s friendliness and assistance, his attempts to upsell us during a service call were ill-timed. We needed a resolution to our internet issue, not additional services. This experience reminds me that timing is crucial for upselling; it’s unlikely to be effective during problem-solving calls.
Not Showing Interest
Our attempt to buy a new dishwasher highlighted another point. We entered a large electronics store, ready to make a straightforward purchase. However, the only available salesperson, who was occupied with paperwork, showed no interest in assisting us. This lack of engagement led us to leave and eventually buy the dishwasher from a smaller store where the manager was more helpful. Personal interaction with potential clients is crucial; it can make or break a deal.
In conclusion, many aspects of our move went smoothly, and I always take notes on my buying experiences to learn from them. Do you also take notes like this? If so, I’d love to hear about your learnings in the comments.
