Jennifer Kirkby: How can we crack consistent customer experience?
Posted by jakirkby in Customer experience on Thu, 12/08/2010 - 01:32
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Jennifer Kirkby relays the discussions and experiences of top brands who are looking to tackle the issue of creating consistent customer experiences.
Pity the poor operational manager, tasked with creating a consistent customer experience. For on their shoulders lies tomorrow's profit and next year's sustainability; yet, they get little support. All too frequently they find themselves trapped between senior managers unseasoned in the business dynamics of customer experience, and customer-facing employees who know the value of competing brands better than their own!
Just how is the 'middle man' to prove the new business logic to 'seniors', whilst achieving it with staff? Which comes first, the chicken or the egg?
There are three elements, or, perhaps more accurately, ‘graces’ , to consider when creating a consistent customer experience:
- Cultural and brand consistency - across multi channels, media and different employees
- Emotional consistency - across the complete customer journey covering multi-channels
- Lifetime conversational consistency - using the channels and media of the customer’s choice
More...
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