Date of publication: 2017-08-30 11:40
It&rsquo s well understood that companies must continually work to provide customers with superior service, with each area of the business having clear policies, rules, and supporting mechanisms to ensure consistency during each interaction. However, few companies can deliver consistently across customer journeys, even in meeting basic needs.
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What is also striking is how valuable the consistency-driven emotional connection is for customer loyalty. For bank customers, &ldquo a brand I feel close to&rdquo and &ldquo a brand that I can trust&rdquo were the top drivers for bank differentiation on customer experience. In a world where research suggests that fewer than 85 percent of customers trust most major financial brands, ensuring consistency on customer journeys to build trust is important for long-term growth.
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&ldquo Sustaining an audience is hard,&rdquo Bruce Springsteen once said. &ldquo It demands a consistency of thought, of purpose, and of action over a long period of time.&rdquo He was talking about his route to music stardom, yet his words are just as applicable to the world of customer experience. Consistency may be one of the least inspirational topics for most managers. But it&rsquo s exceptionally powerful, especially at a time when retail channels are proliferating and consumer choice and empowerment are increasing.