How to tell if your customers are not fans of your CX

Key takeaways:

  • Watch for a high churn rate among customers, indicating dissatisfaction.
  • Negative online reviews suggest areas where your CX may be lacking.
  • Decreased engagement metrics like website traffic or social media activity signal waning interest.
  • Reduced repeat business could indicate a declining satisfaction with your CX.
  • An increase in complaints or customer service inquiries points to underlying issues that need addressing.

As a business owner or manager, you know that customer experience (CX) is crucial. It’s not just about selling a product or service; it’s about creating a journey that customers enjoy and remember. But what if your customers aren’t as thrilled with your CX as you’d hoped? How can you tell if they’re not exactly fans? Let’s explore some subtle signs that might indicate your CX needs a tune-up.

1. They’re drifting away

Have you noticed more customers slipping through your fingers lately? A high churn rate could be a glaring indicator that something isn’t quite right. Customers don’t usually leave if they’re happy, so pay attention if you see them waving goodbye more often than usual.

2. The reviews are mixed… mostly negative

Online reviews – they can make or break a business. If you’re seeing a surge in negative feedback across review sites or social media platforms, it’s time to take notice. These reviews aren’t just words on a screen—they’re valuable insights into where your CX might be falling short.

3. Engagement is waning

Remember when your customers used to eagerly interact with your brand? If those interactions are becoming fewer and farther between, it could be a sign that your CX isn’t hitting the mark. Keep an eye on metrics like website traffic, social media engagement, and email open rates—they’ll clue you in on how invested your customers really are.

4. Repeat business isn’t as… well, repeat

Repeat business is the holy grail of customer loyalty. So, if you’re noticing fewer familiar faces coming back for more, it’s time to ask why. Maybe your CX isn’t as memorable or satisfying as you thought. Take a closer look and figure out what’s driving your once-loyal customers elsewhere.

5. Complaints, complaints, complaints

No one likes dealing with unhappy customers, but ignoring their complaints won’t make them disappear. If you’re suddenly inundated with customer service inquiries or complaints, it’s a sign that something’s amiss. Listen to what your customers are saying and take action to address their concerns.

6. They’re keeping quiet

Happy customers are usually your biggest cheerleaders. If yours aren’t singing your praises or recommending you to friends, it might be time to ask why. Lack of advocacy could mean they’re not as thrilled with their experiences as you’d hoped. Find out what’s missing and give them a reason to shout it from the rooftops.


Your customers hold the key to your success, and their perception of your CX can make or break your business. By paying attention to subtle signs like churn rates, reviews, engagement metrics, repeat business, complaints, and advocacy, you can identify areas for improvement and make meaningful changes that resonate with your customers. After all, the competition is fierce and attention spans are short – and standout CX is your best chance at winning hearts and wallets alike.

If you have trouble finding the exact spots damaging your customers’ experience, try putting together a customer journey map where you can illustrate your customer journey step-by-step which will make identifying the pain points much easier. If you use Out of Dark, you can connect your KPIs directly to the touchpoints and the built-in AI assistant will notify you about the outliers – if you don’t notice them outright yourself.

Finally, a few quick tips for improving your CX:

  • Be responsive to customer needs. Make sure you’re responding to customer inquiries and complaints quickly and efficiently.
  • Be empathetic. Listen to your customers and understand their needs.
  • Be proactive. Anticipate customer needs and address them before they become problems.
  • Be consistent. Provide a consistent CX across all touchpoints.
  • Go the extra mile. surprise and delight your customers with unexpected acts of service.

Do you want to create an interactive and easy-to-use customer journey map with powerful touchpoints, personas, automatic KPI import & monitoring, and much more?

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