A recent McKinsey article sited consistency as THE key to customer satisfaction. The research discusses Customer-journey consistency, Emotional consistency and Communication consistency:
- Customer-journey consistency describes the customer’s experience across various channels and interactions, from first-touch to purchase to service.
- Emotional consistency refers to the connection customers feel to the brand. The more positive and trusting the greater the satisfaction and loyalty.
- Communication consistency is about the ability to shape messages in a way that affirm the brand’s promise and helps customers its recognize fulfillment.