In today’s competitive market, ensuring customer experience consistency across many channels is critical for business success. Being consistent with your customer experience builds trust, fosters loyalty, and enhances the overall customer experience, which in turn drives repeat business and positive word-of-mouth referrals.
When customers know they can expect the same high level of service each time they interact with a company, they are more likely to remain loyal and recommend the brand to others – essentially they become raving fans.
As highlighted by McKinsey, consistent customer journeys are a significant predictor of overall satisfaction and can lead to a 20% increase in customer satisfaction and a 15% boost in revenue.
By prioritising consistency, businesses can create a reliable and trustworthy brand image that stands out in the crowded marketplace (just like our old friend the Purple Cow) – however it’s much easier said than done.
In the UK, we’ve seen a variety of industries struggle with this challenge, leading to negative repercussions. For many years our utilities have faced criticism for inconsistent customer service, with customers reporting vastly different experiences depending on the representative they speak to. This inconsistency has hurt their reputation and customer retention rates.
Similarly budget airline Ryanair is notorious for its hit-and-miss customer experience. While some passengers find the service adequate, others encounter frustrating experiences, contributing to a tarnished brand image.
In the UK the Institute of Customer Service (ICS) provides an index score for organisations and sectors based on various customer satisfaction metrics, offering insights into satisfaction with different channels, types of experience, and products or services.
Their January 2024 UK Customer Satisfaction Index (UKCSI) shows a decline of 1.7 points, across all sectors, compared to a year ago and 2.4 points below it’s January 2022 level. The report goes on to highlight;
- Each of the 13 UKCSI sectors measured has lower customer satisfaction than a year ago. Utilities, Transport, Insurance and Services have declined by more than 2 points (out of 100)
- The highest rated organisations are Ocado (85.7), First Direct (85.3) and John Lewis (85.1)
- 28% of customers who gave an organisation a 9 or 10 out of 10 for customer satisfaction say they will look to buy more products and services from the organisation
- 21% of customers who rated an organisation 1 – 4 for customer satisfaction said the experience had made them trust other organisations less
- 35% of customers say positive use of technology by an organisation has led them to use that organisation again, but 45% say poor use of technology has made them avoid an organisation
These examples underscore the critical importance of maintaining consistency in customer service to avoid damaging a company’s reputation and losing customer loyalty.
So just where should business owners and CX leaders be focusing their attention to ensure consistency?
1. Employee Training and Engagement: Well-trained and engaged employees are the backbone of great customer service. When staff know their stuff and feel valued, they pass that positivity onto customers. Take John Lewis, for example, whose reputation for stellar service is no accident. They invest heavily in training and treat their staff as partners, making every shopping experience feel like a visit from a helpful friend rather than a rushed errand.
2. Customer Expectations Management: Managing customer expectations is like promising your mother-in-law you’ll cook Christmas dinner—set the bar too high, and you’re in trouble. Jet2 does this well by clearly communicating flight information and providing consistent service standards. Even if delays occur, keeping passengers informed helps manage expectations and reduce frustration.
3. Technology Integration: Integrating technology is crucial, but it should enhance, not replace, the human touch. Imagine trying to describe your unique hairstyle with an AI stylist—it can’t beat the real thing. ASOS nails this with a blend of AI chatbots for quick queries and real humans for more complex fashion advice, making shopping both efficient and personable.
4. Resource Allocation: Allocating resources wisely ensures customer service teams aren’t stretched thinner than a hipster’s moustache. As we highlighted in one of our recent articles Tesco does this well by utilising data analytics to predict peak times and allocate staff accordingly, ensuring checkout lines move faster than you can say “unexpected item in the bagging area.”
5. Feedback and Adaptation: Feedback is like free advice—take it or leave it, but you’re probably better off listening (see our article entitled Leveraging Customer Complaints for Service Improvement here). Pret A Manger excels by encouraging customer feedback and acting on it swiftly. They’ve implemented customer suggestions like new menu items and seating arrangements, showing they care about their patrons’ opinions as much as their organic coffee.
6. Scalability: As businesses grow, maintaining service quality can be as tricky as juggling flaming swords. BrewDog, the craft beer company, has expanded rapidly while maintaining top-notch service by sticking to their punk ethos and investing in employee culture, ensuring each new bar feels just as welcoming as the original.
7. Consistency Across Channels: Providing a uniform service experience across channels is like keeping a good secret—difficult, but worth it. Marks & Spencer achieve this by ensuring their in-store, online, and customer service teams are all on the same page. Whether you’re buying trousers in person or online, the service is consistently reliable, if not charmingly British.
A consistent customer experience builds trust, fosters loyalty, and strengthens brand reputation. The well-known leadership author and speaker John C. Maxwell is credited with the quote “Motivation keeps you going, but discipline keeps you growing. That’s the Law of Consistency. It doesn’t matter how many opportunities you receive. If you want to grow, consistency is the key”.
In the world of customer service, it’s the key to unlocking long-term success and customer satisfaction and, dare I say it, delight! By focusing on these seven factors, businesses can ensure they’re not just meeting but exceeding customer expectations every time.
