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A recent McKinsey article sited consistency as THE key to customer satisfaction.  The research discusses Customer-journey consistency, Emotional consistency and Communication consistency:

1. Customer-journey consistency describes the customer’s experience across various channels and interactions, from first-touch to purchase to service.
2. Emotional consistency refers to the connection customers feel to the brand.  The more positive and trusting the greater the satisfaction and loyalty.
3. Communication consistency is about the ability to shape messages in a way that affirm the brand’s promise and helps customers its recognize fulfillment.

Click here to read the full article, “The Three Cs of Customer Satisfaction: Consistency, Consistency, Consistency.”