Delivering a Consistent Customer Experience

Viewpoint by Jay Milliken, Partner

No matter what type of company you work for or what your functional role is within the organization, your actions and behaviors with customers provide just as strong of a message as your marketing collateral or the title on your business card. A brand is the relationship customers have with a product, service, or company, and is defined by the total set of associations and experiences with a company. Customers have multiple points of interaction with your company, and if your brand promise is not clearly articulated and understood by each employee, across every division, it is impossible for them to deliver the brand promise to the customer in a meaningful manner. Therefore, you must first understand the key touchpoints you have with your customers and explicitly design a functional-specific approach that consistently helps bring the brand promise to life. Use feedback and metrics, both qualitative and quantitative, to strengthen and clarify your approach, and build knowledge and confidence in your employees.