In the courtroom, eyewitness testimony is often unreliable. Accounts conflict with one another. People don’t see things the same way and many times they simply don’t see the situation accurately.
It’s not all that different from the relationship between you and your customer. Here’s an example: In a recent survey of customer experience trends, companies ranked “providing more reliable online reviews” near the top of their list. Customers, however, didn’t feel nearly as strongly about online reviews.
For this survey, the market insights team from InMoment asked the same set of questions to consumers and brands regarding the customer experience. They wanted to see where opinions were similar and where they diverged. The question about online reviews provided the most glaring difference.