I’m always surprised when leaders of organizations believe that small details don’t count. They often say things like, “That’s just one comment” or “We don’t focus on stories.” It’s fine to rely on data and major outcomes for big choices, but ignoring the small stuff isn’t right. These little things add up. In today’s world, where 89% of people will choose a competitor after a poor customer experience, it’s crucial to avoid these mistakes.

Image Credit: wonder_stewie via Creative Commons

1. Make It Complicated
Is there anything worse than wanting to buy something and finding out it’s just too complicated? It’s easy to picture online mazes that push customers away with too many steps or strange sign-up requirements, but what about the in-store experiences that cause just as much chaos? Not having enough staff, designing store layouts that lack direction, or not having items available can send your customers straight to your online rivals.

2. Ignore Mobile
Any company that is selling anything online, I beg of you, design a mobile-friendly commerce experience. We are buying things from your competitors because you are forgetting about how we are actually living these days. Customers vanish when the mobile experience is subpar. Mobile optimized is not necessarily mobile. Those teeny weeny buttons are very hard to press when you are on a bumpy train ride. And if I see an item on the screen, I need a way to really see it up close. How about the information someone might be seeking via mobile? Phone numbers, directions, or an email link should be front and center.

3. Keep that 1990s’ Attitude
Assuming customers are loyal for loyalty’s sake is a good way to destroy the experience. Just ask Kodak or Borders. Ignoring the reality of today’s marketplace is ignoring what your customers really want. If your customers HAVE BEEN loyal, it doesn’t mean they WILL BE. Treat them as the gems they are. Don’t assume they will be there tomorrow with the status quo of today.

4. Hire Wrong
Your employees drive your customer experience. If they are unhappy, miserable, or just plain tired of their jobs, that will translate into a miserable experience for your customers. Companies like Southwest Airlines and Zappos have made it a huge part of their culture to make sure they get the right people on board. And their experiences for customers reflect that. It’s imperative to hire the right whole person, not just the person with the right resume or skillset. Skills don’t create customer loyalty. People do.

5. Assume the “It’s Not My Problem” Position
Is there anything worse than being a customer who is literally being passed around like a hot potato? Whether it’s the cashier who doesn’t know how to handle an exchange or the customer service rep who has put you on hold for the umpteenth time, it’s extremely frustrating. When there is a real issue to resolve, the person representing the company better be informed and empowered to deal with it.

Of course there are many more ways to destroy a customer experience. But companies who make these mistakes are destined to live with the consequences of losing customers.

What mistakes would you add to this list?