Expert Opinion: Mistakes that damage the customer experience and how to avoid them

Customer experience expert, Chris Lowe of insight6, explains the common mistakes that cost firms future business from customers.

Customer Experience mistakes cost more than you think, literally.

According to PwC, 1 in 3 customers will walk away from a brand they love after just one bad experience. And our own 2025 Professional Services Client Journey Report found that over 70% of prospects who make an initial enquiry never hear back from the business at all. That’s not just a service failure; that’s revenue lost before a relationship even starts.

Whether you’re in professional services, hospitality, retail, or beyond, small Customer Experience (CX) mistakes often go unnoticed internally but leave a significant impact on customer loyalty, reputation, and revenue. The good news? Most are fixable, once you spot them.

Mistake #1 – Not Understanding the Customer Journey

You can’t fix what you can’t see.

A common mistake businesses make is failing to map the whole customer journey, from the first click or call to long-term engagement. Without this, internal teams often don’t realise where drop-offs, frustration, or inconsistency occur.

From gaps between marketing and operations to mixed messages at different touchpoints, these customer journey mapping mistakes lead to a disjointed experience that damages trust.

Mistake #2 – Ignoring Customer Feedback

Collecting feedback and then ignoring it? That’s worse than not asking at all.

Whether it’s surveys, reviews, or one-to-one feedback, customers notice when their voices are heard, and when they’re not. Without a clear customer feedback strategy, insights gather dust and frustrations build.

Using tools like instant insight, you can act on feedback in real time, close the loop with customers, and empower your team to make smart, responsive changes.

Mistake #3 – Inconsistent Service Across Touchpoints

Imagine getting excellent service over the phone, but poor treatment in person. Or walking into one location and being treated differently at another. Customers don’t separate their experiences by channel or department; they see one brand.

An inconsistent Customer Experience causes confusion, erodes trust, and leads to bad reviews. Whether it’s tone of voice, response time, or brand presentation, consistency is key.

Mistake #4 – Overlooking Employee Engagement

There’s no great Customer Experience (CX) without a great Employee Experience (EX).

Engaged, motivated teams are more likely to deliver exceptional service. Yet many organisations focus on front-facing Customer Experience strategies without addressing internal culture, communication, or support.

Studies show that companies with highly engaged employees outperform those without by up to 202% (Gallup).

Mistake #5 – Making the Enquiry Process Difficult

Our 2025 Professional Services Client Journey Report revealed that many businesses fail to respond to enquiries within 48 hours, if at all. The result? Professional services firms lose millions yearly due to poor enquiry handling.

Slow replies, unclear forms, or generic responses frustrate potential customers and often send them to competitors. A smooth, timely, and personalised enquiry handling process can be the difference between a lead lost and a customer gained.

Mistake #6 – Failing to Personalise the Experience

Customers don’t want to feel like a number.

A generic, one-size-fits-all approach can make even well-intentioned service feel cold. Whether it’s using a customer’s name, remembering their preferences, or tailoring your message, personalisation builds loyalty.

And the data backs it up: McKinsey found that personalisation can drive up to 15% revenue growth and increase marketing efficiency by 30%.

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How to Audit and Improve Your CX

If any of the above mistakes sound familiar, it’s time for a review.

Start by auditing key areas of your customer journey:

• Are touchpoints consistent?
• Are enquiries responded to quickly and personally?
• Are you gathering and acting on customer feedback?
• Is your team empowered and engaged?

While internal reviews are valuable, having unbiased, expert insight can reveal blind spots that might otherwise go unnoticed. That’s why working with an independent Customer Experience (CX) specialist makes all the difference.

Turn Mistakes Into Momentum

Every business makes mistakes—but the best ones learn from them, act quickly, and keep improving.

Customer expectations are higher than ever, but so are the tools and insights available to meet them. Whether it’s journey mapping, real-time feedback, or team training, there are proven ways to improve customer experience and grow your business.