Consistency

Does your company provide a consistent user experience for each customer contact point across the range of multi-channel options available?

• Does your website look like your retail outlet?
• Does your store-based kiosk provide the same information as your call centre?
  (If so, then let me know who you are... as I've not heard of you)
• Does your customer services team give the same information as your website?

Customers are becoming more sophisticated in their information consumption (see this video for my thoughts on the subject) and therefore they ways to convince them to buy something needs to be more complex too. But this complexity, unless managed correctly, has the potential to be disjointed or even contradictory.

But what are companies doing about this? Well, not enough in my opinion!