Have you ever dealt with a company that seems to be a completely different company depending on how you interact with them? What I mean is, have you ever been a loyal customer of a store where you have made many purchases over the years but when you call customer service with a problem you get the run around? If you have ever felt that some companies have treated you differently by the means of interaction (web site, store or calling customer service), I don’t think you’re alone.
Creating a consistent customer experience across all your channels is a must. To overcome giving your customers mixed messages, try asking yourself these questions:
- Does every channel have the same vision? If you are outsourcing, say customer support, does the outsourcing company provide the same experience to the customer as if they personally walked into your store?
- Does each channel have the training and autonomy to provide a consistent experience?
- Do I have a centralized database of customer information that each channel can access? If I cancel your service today, will I get a phone call in a couple of days (from someone that does not know that I am a former customer) asking me to try your service?
Bonus: Your mixed messages may be coming from the same channel. I have eaten at restaurants where the experience is different depending on which day of the week it was.