Avoiding pitfalls in

running effective meetings

to build up a loyal clientele.
EFECTUAT:JOSAN PATRICIA
CONTROLAT:VASILACHI
SERGHEI
Pitfall #1: Overdone onboarding

Onboarding, like all first impressions, is a critical first step in forming an impactful relationship
with customers through your product or service. On a functional level, the onboarding process
serves as a brief introduction to your product. The problem is when product designers approach
on-boarding as their one and only chance to make an impression on the end-user and capture
pertinent user details. This sort of thinking typically leads to a multi-step, info-laden registration
and onboarding process that users find to be over-involved, time-consuming, and in some cases,
too personal, too soon.
How to avoid this pitfall: Build relationships, not just
experiences.

The purpose of onboarding is not just functional. The onboarding process for any new user
should be approached as the first step in a larger “getting to know you phase,” aimed at building
rapport with users and cultivating a sense of trust. The onboarding experience must be put in
context of the holistic customer journey with your product or service. Business and functional
requirements need to be counterbalanced with the needs and expectations of a first-time user.
How does the experience you provide customers through the onboarding process support your
long-term relationship strategy?
Pitfall #2: Faulty assumptions   

Analytics provide an objective measure of user engagement and are a great tool for
understanding trends in behavior over time or engagement with specific features. However,
when it comes to understanding the why behind such behavioral patterns, it’s easy for product
designers to infer their own assumptions or biases. For example, when examining the high
abandonment rate during onboarding, a person might surmise that onboarding has too many
click-throughs, an issue they’ve raised since the inception of the design. However, this
assumption overlooks the fact that abandonment may actually be attributed to something else
entirely, like the content or tone of the onboarding flow – factors unrelated to the interaction.
How to avoid this pitfall: Understand customer behavior
in context.

Context is critical. Analytics will tell you what users do, but they won’t tell you why. Ongoing
feedback from customers is the most effective way to understand the why behind customer
behavior. Be it through focus groups, surveys, or an analysis of customer service calls or reviews,
it’s important to gather feedback from customers on how they actually use your product or
service and why so that you know what’s driving user behavior, not what you think is impacting
user behavior. The combination of qualitative and quantitative user insights helps product teams
to have a more complete view of the customer experience and understand how customer
needs, behavioral patterns, and experiences evolve over time. Keep in mind that as your
customers become better acquainted with your product or service, the way they use it will likely
change.
Pitfall #3: Shortsighted incentives.

Popular schemes to boost customer loyalty typically center on loyalty programs or a gamified
system of rewards and badges. These schemes can be very effective in extrinsically motivating
customers to engage with your digital product or service, but are no assurance of customer
loyalty, especially if a better offer comes along. Just think of all the loyalty membership cards
you have abandoned in your desk drawer. Rewards can be enticing, but the question is, for how
long? Problems emerge when digital product makers set up rewards systems without
understanding what drives the behavior of their target customers and how motivations vary
over a lifetime of use.
How to avoid this pitfall: Design for motivation.

What motivates a customer to use a product or service at the start of a journey may be entirely
different from what motivates them to use a product after three months, six months, a year, etc.
The engagement drop-off points you identify through analytics are key indicators of critical
stages in the relationship with your product or service. Designing for user motivation, with
approaches such as our Motivational UX framework, is key to transforming usable products into
engaging experiences with lasting impact. The user experience design of your product should
reflect an understanding of the motivators that drive long-term user engagement alongside
motivational boosters than drive engagement when users are at risk of dropping off or the
novelty of a product as worn off. What are both the intrinsic and extrinsic rewards that keep
customers coming back to your digital product or service?
Pitfall #4 Analyze your survey data
equally.
 Your company may offer a variety of products and services. Your product and service offerings
may attract customers of varying sizes, some of which may spend a considerable amount more
than other customers. Depending on the expectations of your customer loyalty survey,  consider
weighing the survey data based on the customers that generate the most profit. Or, you may
want to find a way to distribute the data – depending on how the data is going to be used and
how it will affect strategic business decision-making. Using weights in survey analysis can be
used to change the proportions or balance of a sample group.
Pitfall #5 Ask relevant questions.
 When conducting customer loyalty surveys, ensure that you are asking questions that will yield
results you are trying to achieve. For example, when measuring customer loyalty, you may design
the online survey to ask only questions about how the customer views your products. By doing
this, you run the risk of missing out on valuable feedback about other aspects of your business,
such as information about services you offer, aspects of your brand, or whether or not a
customer uses a competitor. Ensure that you include all the questions necessary to accurately
gauge customer loyalty. Make certain that the questions you are asking provide you with the
results your business needs.