J
John Iwuozor
Guest
Deliver consistent CX by aligning teams, empowering staff and refining touchpoints—every interaction builds or breaks loyalty.
Imagine you’re at your favorite coffee shop. You order your usual latte, and the barista greets you by name, already starting to brew your drink before you even get to the register. The app on your phone is preloaded with your payment info and go-to order. And when you pick up your coffee, it tastes just as delicious as it does every morning.
Now picture the opposite experience. You walk into a coffee shop where the menu is confusing, the staff seem annoyed when you ask questions, and your order is completely wrong. When you try to call customer service about it, they have no idea who you are or what you’re talking about.
Which of these experiences would make you want to come back again and again? The answer is pretty obvious. And yet, so many companies struggle to deliver this kind of consistent customer experience (CX) across all touchpoints.
In fact, a study found that 87% of customers think brands need to put more effort into providing a consistent experience. And according to Salesforce, 79% of consumers expect consistent interactions across departments.
This isn’t just about making customers happy—it has real bottom-line impact. Another study found that customers with positive experiences spend 140% more than those with negative ones. And 90% of shoppers expect the same experience across all the channels they use to engage with a brand.
So how can you ensure that your customers are getting a frustration-free, on-brand experience no matter where they interact with you? Here are some key strategies to create consistency across touchpoints.
The first step to creating consistency is to understand all the different ways customers can interact with your business. This means mapping out your customer journey from start to finish, across all channels and touchpoints.
For example, you could start by listing out all the potential ways a customer could find out about you: through an ad, a social media post, a Google search, a referral from a friend. Then trace their path as they learn more—maybe they visit your website, download a whitepaper or sign up for your email list.
Follow them through the purchase process as they research options, compare prices and read reviews. Think about how they might reach out for help, like calling your support line, chatting with a bot on your website, emailing your service team.
And don’t forget about what happens after they buy. How do you onboard them or teach them to use your product? What does the returns or refunds process look like? Do you have any kind of loyalty program that encourages them to stick around?
Documenting all these touchpoints helps you spot potential gaps or inconsistencies. It also gets everyone in the organization (from marketing to sales to service) on the same page about the customer experience you’re trying to create.
Once you have a birds-eye view of the customer journey, the next step is to get specific about what you want that experience to look and feel like. This is where brand experience guidelines come in.
These guidelines outline all the key elements that make up your brand. This includes things like your:
Basically, it’s a playbook for how you want to be perceived by customers. It should capture the essence of who you are as a company and what makes you different.
Having clear brand guidelines is essential for keeping your CX consistent because they act as a north star for every interaction. Whether a customer is reading your website copy, talking to a sales rep or opening your packaging, these guidelines help keep everything laddering up to the same overarching experience.
Of course, creating the guidelines is only half the battle. You also have to make sure everyone in the organization is familiar with them and bought into using them. Consider creating a “brand champion” program or holding regular training to keep the guidelines top of mind.
Some companies take it a step further and create a separate “voice and tone” guide that gets into the nitty gritty of how the brand comes through in written communications.
Mailchimp is a great example. They have a detailed style guide that covers everything from grammar and punctuation to how to write for different audiences and channels.
Another example is this style guide by Progress Telerik. It contains best practices and also recommendations for writing end-user documentation.
The key is to make your guidelines as comprehensive and accessible as possible. The more clarity you can provide, the easier it will be for everyone to stay on brand.
Delivering a consistent experience across touchpoints isn’t just about aligning your brand and messaging. To really make it seamless, you need to integrate your backend systems as well.
A Deloitte study found that one of the biggest challenges in delivering a consistent CX is the complexity of coordinating siloed systems and processes.
In exact words, the study says:
Today’s consumer journeys involve numerous interactions across multiple channels. Each touchpoint represents an opportunity to either strengthen or weaken the customer relationship.
Now picture each of those touchpoints being handled by a different person or department, all working off of separate systems and data. The potential for mix-ups and inconsistencies would be huge.
That’s why investing in integrated systems is so key. When all your channels and teams are working off the same centralized customer database, it’s so much easier to deliver a cohesive experience.
Take the coffee shop example from earlier. If their app, POS system and loyalty program are all connected, then no matter how a customer chooses to order or pay, their profile and preferences are immediately available to deliver that personalized experience.
There are tons of powerful software systems out there to help with this. Examples include customer data platforms (CDPs), digital experience platforms (DXPs) and data management platforms (DMPs). The exact tech stack will vary based on your industry and specific needs.
The important thing is to choose systems that were built to work together and can share data easily. Look for providers that have a strong network of integrations and open APIs. And make sure you budget for the resources required to configure and maintain those integrations over time.
When all your systems are synced up, you can start to create streamlined experiences that follow the customer across touchpoints. Imagine being able to:
These are the kinds of frictionless experiences that really wow customers and turn them into loyal fans.
Even with the best systems and processes in the world, consistent CX ultimately comes down to your people. The employees on the front lines interacting with customers every day are the ones who really bring your brand promise to life.
But too often, frontline teams are undertrained, understaffed and undervalued. To empower your frontline to deliver consistent, exceptional CX, you need to invest in their development with the same rigor you would any other part of the business. That means:
What are the key behaviors and traits that exemplify your brand? How should reps handle common scenarios and complaints? Document these standards in detail and make them a core part of onboarding and ongoing training.
This includes things like:
Empower them to make judgment calls and go the extra mile to resolve issues in the moment. And trust them to be the face of the brand and make decisions that align with your values. The more you can equip your frontline to handle any situation that comes their way, the more confidence they’ll have to create wow-worthy experiences again and again.
Consistency doesn’t mean perfection. Even the most buttoned-up organizations will have the occasional hiccup or dropped ball. The key is to catch and correct those inconsistencies before they become a bigger problem.
The best way to do that is to solicit customer feedback relentlessly. Make it frictionless for customers to share their thoughts at every touchpoint, whether that’s:
But it’s not enough to just collect the feedback, you also have to act on it. Put processes in place to regularly review and analyze the data you’re getting. Look for patterns or recurring issues that could signal a larger inconsistency in your CX.
And when you do spot those issues, prioritize fixing them fast. Most customers are usually quite understanding when things go wrong, but what really erodes trust is when they feel like their concerns are falling on deaf ears.
One great way to show customers you hear them is by closing the loop after they give feedback. If someone takes the time to fill out a survey or leave a review, follow up with a personalized thank-you or an update on how you’re using their input to improve.
Measurement and iteration should be a constant when it comes to delivering consistent CX. By always keeping a pulse on how customers are perceiving you, you can nip potential issues in the bud and double down on what’s working well.
Delivering a consistent customer experience across touchpoints is a never-ending process of alignment and refinement. But by taking a systematic approach and focusing on integration, training and continuous improvement, you can create the kind of experiences that turn customers into lifelong fans.
So take the time to really understand your customer journey. Get granular about your brand standards. Provide your frontline with the tools and autonomy they need to shine. And keep a constant ear to the ground for opportunities to optimize.
Remember, every interaction a customer has with your brand matters. Whether it’s a glowing review or a frustrated phone call, each touchpoint is a chance to either build loyalty or chip away at it.
Read next: How to Build a Cohesive Customer Journey Across Channels
Continue reading...
Imagine you’re at your favorite coffee shop. You order your usual latte, and the barista greets you by name, already starting to brew your drink before you even get to the register. The app on your phone is preloaded with your payment info and go-to order. And when you pick up your coffee, it tastes just as delicious as it does every morning.
Now picture the opposite experience. You walk into a coffee shop where the menu is confusing, the staff seem annoyed when you ask questions, and your order is completely wrong. When you try to call customer service about it, they have no idea who you are or what you’re talking about.
Which of these experiences would make you want to come back again and again? The answer is pretty obvious. And yet, so many companies struggle to deliver this kind of consistent customer experience (CX) across all touchpoints.
In fact, a study found that 87% of customers think brands need to put more effort into providing a consistent experience. And according to Salesforce, 79% of consumers expect consistent interactions across departments.
This isn’t just about making customers happy—it has real bottom-line impact. Another study found that customers with positive experiences spend 140% more than those with negative ones. And 90% of shoppers expect the same experience across all the channels they use to engage with a brand.
So how can you ensure that your customers are getting a frustration-free, on-brand experience no matter where they interact with you? Here are some key strategies to create consistency across touchpoints.
Map Out Your Customer Journey
The first step to creating consistency is to understand all the different ways customers can interact with your business. This means mapping out your customer journey from start to finish, across all channels and touchpoints.
For example, you could start by listing out all the potential ways a customer could find out about you: through an ad, a social media post, a Google search, a referral from a friend. Then trace their path as they learn more—maybe they visit your website, download a whitepaper or sign up for your email list.
Follow them through the purchase process as they research options, compare prices and read reviews. Think about how they might reach out for help, like calling your support line, chatting with a bot on your website, emailing your service team.
And don’t forget about what happens after they buy. How do you onboard them or teach them to use your product? What does the returns or refunds process look like? Do you have any kind of loyalty program that encourages them to stick around?
Documenting all these touchpoints helps you spot potential gaps or inconsistencies. It also gets everyone in the organization (from marketing to sales to service) on the same page about the customer experience you’re trying to create.
Define Your Brand Experience Guidelines
Once you have a birds-eye view of the customer journey, the next step is to get specific about what you want that experience to look and feel like. This is where brand experience guidelines come in.
These guidelines outline all the key elements that make up your brand. This includes things like your:
- Mission, vision and values
- Brand personality and voice
- Visual style (logo, color palette, imagery)
- Messaging and value proposition
Basically, it’s a playbook for how you want to be perceived by customers. It should capture the essence of who you are as a company and what makes you different.
Having clear brand guidelines is essential for keeping your CX consistent because they act as a north star for every interaction. Whether a customer is reading your website copy, talking to a sales rep or opening your packaging, these guidelines help keep everything laddering up to the same overarching experience.
Of course, creating the guidelines is only half the battle. You also have to make sure everyone in the organization is familiar with them and bought into using them. Consider creating a “brand champion” program or holding regular training to keep the guidelines top of mind.
Some companies take it a step further and create a separate “voice and tone” guide that gets into the nitty gritty of how the brand comes through in written communications.
Mailchimp is a great example. They have a detailed style guide that covers everything from grammar and punctuation to how to write for different audiences and channels.
Another example is this style guide by Progress Telerik. It contains best practices and also recommendations for writing end-user documentation.
The key is to make your guidelines as comprehensive and accessible as possible. The more clarity you can provide, the easier it will be for everyone to stay on brand.
Create Smooth Experiences With Integrated Systems
Delivering a consistent experience across touchpoints isn’t just about aligning your brand and messaging. To really make it seamless, you need to integrate your backend systems as well.
A Deloitte study found that one of the biggest challenges in delivering a consistent CX is the complexity of coordinating siloed systems and processes.
In exact words, the study says:
Today’s consumer journeys involve numerous interactions across multiple channels. Each touchpoint represents an opportunity to either strengthen or weaken the customer relationship.
Now picture each of those touchpoints being handled by a different person or department, all working off of separate systems and data. The potential for mix-ups and inconsistencies would be huge.
That’s why investing in integrated systems is so key. When all your channels and teams are working off the same centralized customer database, it’s so much easier to deliver a cohesive experience.
Take the coffee shop example from earlier. If their app, POS system and loyalty program are all connected, then no matter how a customer chooses to order or pay, their profile and preferences are immediately available to deliver that personalized experience.
There are tons of powerful software systems out there to help with this. Examples include customer data platforms (CDPs), digital experience platforms (DXPs) and data management platforms (DMPs). The exact tech stack will vary based on your industry and specific needs.
The important thing is to choose systems that were built to work together and can share data easily. Look for providers that have a strong network of integrations and open APIs. And make sure you budget for the resources required to configure and maintain those integrations over time.
When all your systems are synced up, you can start to create streamlined experiences that follow the customer across touchpoints. Imagine being able to:
- Greet a customer by name and pull up their purchase history whether they call, email or walk into a store
- Send perfectly timed marketing messages based on a customer’s real-time behavior and past interactions
- Authorize a return or process a warranty claim without asking the customer to provide any additional information
These are the kinds of frictionless experiences that really wow customers and turn them into loyal fans.
Empower Your Frontline With the Right Training and Tools
Even with the best systems and processes in the world, consistent CX ultimately comes down to your people. The employees on the front lines interacting with customers every day are the ones who really bring your brand promise to life.
But too often, frontline teams are undertrained, understaffed and undervalued. To empower your frontline to deliver consistent, exceptional CX, you need to invest in their development with the same rigor you would any other part of the business. That means:
1. Getting Crystal Clear on Your Customer Service Standards and Expectations
What are the key behaviors and traits that exemplify your brand? How should reps handle common scenarios and complaints? Document these standards in detail and make them a core part of onboarding and ongoing training.
2. Providing Reps with the Tools and Resources They Need to Succeed
This includes things like:
- Comprehensive knowledge bases they can use to quickly find answers to customer questions
- Conversation guides or scripts for handling different interaction types
- Streamlined workflows and processes for resolving issues
- Visibility into the full customer history so they can personalize each interaction
3. Giving Them the Autonomy to Really Own the Customer Relationship
Empower them to make judgment calls and go the extra mile to resolve issues in the moment. And trust them to be the face of the brand and make decisions that align with your values. The more you can equip your frontline to handle any situation that comes their way, the more confidence they’ll have to create wow-worthy experiences again and again.
Solicit Feedback Relentlessly
Consistency doesn’t mean perfection. Even the most buttoned-up organizations will have the occasional hiccup or dropped ball. The key is to catch and correct those inconsistencies before they become a bigger problem.
The best way to do that is to solicit customer feedback relentlessly. Make it frictionless for customers to share their thoughts at every touchpoint, whether that’s:
- Rating their satisfaction after a support interaction
- Answering a quick survey after placing an order
- Leaving a review on your site or social media pages
- Responding to an NPS survey gauging their overall loyalty
But it’s not enough to just collect the feedback, you also have to act on it. Put processes in place to regularly review and analyze the data you’re getting. Look for patterns or recurring issues that could signal a larger inconsistency in your CX.
And when you do spot those issues, prioritize fixing them fast. Most customers are usually quite understanding when things go wrong, but what really erodes trust is when they feel like their concerns are falling on deaf ears.
One great way to show customers you hear them is by closing the loop after they give feedback. If someone takes the time to fill out a survey or leave a review, follow up with a personalized thank-you or an update on how you’re using their input to improve.
Measurement and iteration should be a constant when it comes to delivering consistent CX. By always keeping a pulse on how customers are perceiving you, you can nip potential issues in the bud and double down on what’s working well.
Putting It All Together
Delivering a consistent customer experience across touchpoints is a never-ending process of alignment and refinement. But by taking a systematic approach and focusing on integration, training and continuous improvement, you can create the kind of experiences that turn customers into lifelong fans.
So take the time to really understand your customer journey. Get granular about your brand standards. Provide your frontline with the tools and autonomy they need to shine. And keep a constant ear to the ground for opportunities to optimize.
Remember, every interaction a customer has with your brand matters. Whether it’s a glowing review or a frustrated phone call, each touchpoint is a chance to either build loyalty or chip away at it.
Read next: How to Build a Cohesive Customer Journey Across Channels
Continue reading...