Delivering a Consistent Customer Experience

Viewpoint by Aneysha Pearce, Associate Partner

Conventional wisdom puts customer-facing employees at the center of delivering an organization's brand promise. Unfortunately, this responsibility is less effective if the leadership of the organization is not aligned on what it means to deliver on that promise. In fact, delivering a consistent customer experience starts at the top of the organization. With leadership’s common understanding, activating the brand promise across each and every customer touchpoint can become a reality and a true source of competitive differentiation. Interestingly, research indicates that leadership often doesn't spend enough time aligning on its strategy, resulting in an inconsistent understanding of what the brand stands for and, not surprisingly, an inconsistent experience across key touchpoints. If leadership keeps brand strategy top-of-mind, it increases the organization's ability to consistently deliver “on brand” customer experiences with the potential of delighting customers whenever and wherever they interact with the brand.