A consistent customer experience for whom? And for what purpose?
Which elements of the experience can be constant across products, service and geographical boundaries?
What is the motivation for consistency? Easy to manage, cost control, efficiency or improvement in outcomes?
Delivering a consistent experience is often seen as a major objective, but what do we actually mean? Alignment of cross channel information, delivering to brand promise, service recovery or complaint resolution? Should we be looking at tone of voice or meeting emotional needs of the customer? Perhaps the desire for consistency
is actually a strategy to help us understand complex situations and issues.
Some key questions
- What would our customers see as consistent? How can we identify and articulate it?
- Has the desire for consistency increased the net effort as we try to be consistent rather than agile?
- Shouldn’t we be striving to meet individual needs? If so, are there consistent elements or themes?
- Consistency does not always mean repeatability. Can we generate a consistently surprising experience?
Ultimately, consistency and simplicity would seem to go hand in hand.