This article delves into the insights of industry experts to reveal the critical gaps between company offerings and customer expectations. It also uncovers practical strategies that bridge the divide, addressing everything from customer communication to data integration. By understanding the expert analysis on prioritizing customer experience and functionality, you can gain a competitive edge.
- Prioritize Basic Functionality
- Value Loyal Customers
- Ask and Listen to Customers
- Clarify Customer Communication
- Integrate Customer Data
- Map the Customer Journey
- Focus on Customer Experience Metrics
- Adapt Communication Preferences
Prioritize Basic Functionality
Founder Harmanjit Singh found that companies often focus on flashy website features while overlooking basic functionality that customers need. “For example, a client wanted an elaborate animated homepage, but their contact information was buried three clicks deep.
Our user data showed that 60% of visitors sought a phone number or contact form. This disconnect happens because businesses sometimes design their online presence based on what they think looks impressive rather than what serves their customers. When we redesigned that client’s site to prioritize easy contact options, their lead generation increased by 40%.
Customers want simplicity and efficiency in their digital interactions. They don’t care about fancy animations if they can’t quickly find business hours or request a quote. I’ve seen this pattern repeatedly while working with businesses across the Greater Toronto Area—the most effective websites prioritize user needs over visual flair.
Companies must start by understanding how their customers use their digital platforms and then build experiences that make those interactions as seamless as possible. It’s about bridging the gap between business goals and customer convenience.”
Value Loyal Customers
Director Marc Bishop mentioned that companies obsess over acquiring new customers but often neglect the ones they already have. “I once consulted for a brand whose VIP customers—people who had been with them for years—received the same generic promotions as first-time buyers. We introduced a tiered loyalty program with personalized perks based on purchase history. Not only did repeat purchases increase but customer retention improved by 30%. The takeaway? Your best customers aren’t just new ones—they’re the ones who keep coming back.”
Ask and Listen to Customers
Head of Customer Success & Experience Natalie Nicole mentioned that one glaring disconnect is when companies assume they know what their customers want instead of asking them directly. They pour resources into new features or elaborate services that customers may not even value. This disconnect often grows the higher you go up the corporate ladder. “I’ve worked with businesses confident in their direction until survey data revealed customers were craving simpler processes and faster support.
The fix? Make feedback a two-way street. Ask, listen, and act. Customers don’t expect perfection, but they do expect to feel heard. Bridge the gap by letting their voices guide your next move, not your assumptions.”
Clarify Customer Communication
SEO Consultant Peter Wootton found one glaring disconnect he often sees between companies and customers is in the realm of expectations versus execution: particularly around communication. “Many companies assume they’re doing a fantastic job of keeping customers informed, but from the customer’s perspective, the messages are either too vague, too infrequent, or drowning in corporate jargon.
Take product updates, for example. A company might announce a ‘new and improved experience’ in a slick press release, expecting applause. At the same time, customers are left scratching their heads, wondering how this impacts their day-to-day usage or why something they relied on suddenly changed.
Customers want clarity, honesty, and relevance. They don’t want to decode cryptic marketing language or chase down answers buried in FAQs. The solution isn’t complicated. It’s about meeting people where they are, whether in plain, straightforward messaging, timely updates, or just being available when they have questions. Companies that genuinely listen and respond humanly tend to bridge this gap beautifully, leaving their customers feeling valued rather than frustrated.”
Integrate Customer Data
Co-Founder Gursharan Singh found that the difference in perception and reality driving the disconnect between companies and customers is often a significant issue in business. “While brands and companies believe that they have a handle on their customers’ wants and are successfully delivering them, a lot of the time, customers aren’t feeling the same.
One example of this gap is Netflix’s content recommendations during its earlier years of personalization efforts. From Netflix’s perspective, they delivered a service tailored to each customer’s preferences, boosting engagement and satisfaction, while many users felt the recommendations were repetitive, surface-level, or irrelevant.
This disconnect in personalization is directly linked to data silos and fragmentation within organizations. When customer data is scattered across different departments or platforms, companies struggle to build a unified view of the customer journey. As a result, their efforts at personalization lack the context and relevance needed to resonate.
To bridge this gap, companies must prioritize data integration and cross-departmental collaboration. Using a centralized CRM or customer data platform ensures every interaction is based on a complete understanding of the customer, resulting in more personalized and impactful experiences.”
Map the Customer Journey
COO Josh Qian mentioned that many companies focus on individual touchpoints rather than viewing the entire customer experience as a cohesive journey. This can lead to inconsistencies in messaging, service quality, and overall satisfaction.
“A customer may have a positive experience while browsing a company’s website, but if they encounter unhelpful or unresponsive support when they have questions, it undermines the initial positive impression. Similarly, if marketing communications don’t align with the actual product experience, it can create confusion and disappointment. Customers today expect a seamless experience across all channels, whether they are interacting online, in-store, or via customer service.
To bridge this disconnect, companies should understand and map the customer journey. They should gather insights from various departments, such as marketing, sales, and customer support, to identify pain points and areas for improvement. By leveraging customer feedback and analytics, businesses can create a unified experience that aligns with customer expectations at every stage of their journey. Training employees to understand the broader context of customer interactions can also enhance service quality. When companies take the time to view the customer experience as a whole, they can foster deeper connections and drive greater satisfaction and loyalty.”
Focus on Customer Experience Metrics
VP of Customer Success Craig Stoss found that many customer-facing teams focus on metrics that measure their performance but not the customer experience. “For example, consider the average handle time of a support ticket. If that goes up, many CX leaders would panic, but if customers’ sentiment is that they like being engaged with more, it is providing a better CX, even though the metric is perceived as ‘worse.’
The average hold time is also a big one. Customers cannot perceive the difference between 11 minutes and 12 minutes, but if the hold dips by a minute, CX leaders will praise it as a huge success, even if customers are still angry at being on hold.
This is true for CSAT too. For example, does anyone care that 95% of customers are having a great experience when they are not having one themselves? So many metrics represent internal measurements that make CX leaders feel good rather than actually about making the customer feel good.”
Adapt Communication Preferences
Director Alexander Hill sees one major disconnect: communication preferences. Companies often rely on generic email campaigns or traditional customer service channels, while customers increasingly prefer personalized, real-time communication like chatbots, SMS, or social media. This mismatch can lead to frustration and missed engagement opportunities. Businesses that adapt by offering tailored, multi-channel communication options can bridge this gap and build stronger relationships with their customers.
Special thanks to Featured for their continued help in the creation of this blog post. Click below for more strategies from the Nativa team regarding Online Marketing.
