If marketing is a discipline, consistency is the ultimate marker for success.
More importantly, if you want to get the edge over your competitors and retain loyal customers, a consistent customer experience is vital.
As you know, making your customers happy in a single transaction simply isn’t enough. You need to meet and exceed their needs across the customer’s entire journey.
There are three key areas of consistency that we’ve found to be critical for cultivating customer loyalty and increasing revenue:
Consistent Emotional Anchoring
What are the primary emotions your best customers experience and associate with your brand? For example, does your brand evoke feelings of joy, love, wonder, energy, hope, optimism, or strength?
Knowing your brand’s target emotions is the first step.
Next, you need to ensure that a critical mass of customers are experiencing these emotions consistently when they interact with your brand.
Consistent messaging has two vital components: highlighting your brand’s promise and demonstrating that you fulfill that promise.
Do your customers know what they expect when they interact with your business? And do they perceive that you meet or exceed that expectation consistently?
Consistent Customer Experience
Every way in which your customers touch your brand must be consistent.
From a first-time purchase to repeat buying, from customer service issues to interactions on social media, every aspect of the customer’s journey must be a continuous, positive experience.
Providing a consistent customer experience across all touchpoints in our multi-channel, multi-touch world is more challenging than ever.
Companies that succeed at this herculean task of consistency throughout the customer’s journey, however, win market share from their less adept competitors and cultivate legions of loyal customers.