"Hurdle #1: Do not treat me like a stranger." Recognising your customers when they are visiting your shop or website again will give them a feeling of familiarity and friendliness. Comforted in the idea that you value their business and your relationship, they'll naturally feel more loyal towards your business. Think of it as a virtuous cycle that will improve the stickiness of your relationship with them day after day. After all, if your friend had a coffee shop next to your work, you wouldn't think about going to the one next door, right?
"Hurdle #2: Do not invade my privacy" Do not reach out to your customer unless they have asked for it. Trying to sell or even talk to them while not knowing where they are within their purchase journey will only make you unrelevant and intrusive to their eyes.
"Hurdle #3: Do not make me search" You want your customers to easily find the information they are looking for at every stage of their research experience. Having them struggling to find the right information means you probably haven't mapped out the ideal journey for them across your touch points.
"Hurdle #4: Do not make me wait"
We hear everywhere that millenials want everything now but honestly who doesn't?? Why would I wait if I can get things now, instantly. As a general rule, making your customer wait is to avoid at all cost unless you manage to make it part of the experience and delight them while they wait.
You can actually apply that logic to every steps of your funnel.
If a page doesn't load within 4s, if information cannot be found quickly, if you make your customer wait too long without any other justification than not wanting to hire more staff or not wanting to optimise your website, then you don't deserve this customer.
"Hurdle #5: Do not make me repeat myself" We've all been through the painful experience of a call during which you've been forwarded 3,4 times to a different person and have to re-explain the problem again and again. Why not logging the information and passing it along to the next person. This can only be done if you have some sort of CRM system of course.
"Hurdle #6: I shouldn't have to call you"
Generally speaking, people don't look for social interactions with a bot or someone from a call centre. The experience of navigating through a painful phone bot system or/and waiting 10min over the phone to talk to someone can only be seen as irritating and frustrating.
Every customer service interaction should be mapped to an online self-service alternative, easy to find and simple to get through.
Not to mention that it'll allow you to cut down call centre costs by deflecting your customers's support requests to your website's online services.
"Hurdle #7: Don't make it complicated" Building online services to support your customers is great but it has to be a good experience, meaning simple and quick. kilometers long forms do not qualify as a good experience... As much as possible, make it look like a conversation as opposed to a boring information input exercise. Use chatbots or OCR (Optical Character Recognition) services to ease the input of information and improve the experience. e.g.: sending a picture of your ID card to automatically populate the form with your personal information.
"Hurdle #8: Do not make it hard to quit you" Certain brands think that by making the procedure to resign a hurdle, they'll retain (some) customers. They think that people will be too lazy and will just let it go. That strategy might work for certain customers, but only for a time. In my opinion it will more certainly turn reasonably dissatisfied customers into vocal haters. And we know that one very social "hater" can make you loose hundreds of customers, if not more. So check your numbers if that's worth it.