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Significance of Consistency in Digital Customer Journey
Customer journeys are a clear reflection of the brand’s services that they maintain throughout the customer lifecycle. Quite often when a customer transforms into a loyal one the brands lack the similar consistency in services that they provide at the start. As an outcome, the customer experience degrades and ends up the customer journey. Consistency is a game changer to maintain a good retention rate of loyal customers as the constant change in marketing strategies and lucrative offers from competitors may end up buyers veering towards them.
Customer Journey Consistency
The competitive digital age customers require continuous attention with best services available. Brands will have to focus on both on-boarding and ongoing customer journeys for the long run. In a scenario, where customer journeys are becoming multi-channel and multi-touch it is hard to keep up with the challenges, even a small dissatisfactory experience would result in a loss of customers. The concept of customer engagement is similar to employee engagement; a consistent connection with buyers would lead to better customer journeys and experience.
Positive customer experiences drive the feeling of trust, loyalty, and satisfaction among various industries. It has been observed that consistency is essential to forge trust among buyers, companies with consistent customer journey end up having more number of loyal customers. Financial sector especially gets affected the most when it comes to emotional consistency. Consistency driven emotional connections with customers allow enterprises to gain an edge in the competition, where less a quarter percentages of customers trust the leading brands.
Similar to the rest two it also holds importance as a consistent communication with customers keeps them engaged. New or personalized offers intrigue them to make a purchase, boosting sales as well as it gives a channel to customers to interact with brands and get their queries resolved. Brands form an impression of consistency that allows them to remain resilient and generate a reservoir of goodwill.
To meet up the customer journey standards and achieve new milestones brands must carry out an analysis for the following-
• Are the promises made at the on-boarding time kept up?
• Is the company proactive to meet and exceed customer expectations?
• Business intelligence tools setup integrates and analyzes new data sources.
• Training practices are able to meet the complex digital channel.