In a world where research suggests that fewer than 30 percent of customers trust most major financial brands, ensuring consistency on customer journeys to build trust is important for long-term growth. For bank customers, “a brand I feel close to” and “a brand that I can trust” were the top drivers for bank differentiation on customer experience. What is also striking is how valuable the consistency-driven emotional connection is for customer loyalty. We also found that consistency is particularly important to forge a relationship of trust with customers: for example, customers trusted banks that were in the top quartile of delivering consistent customer journeys 30 percent more than banks in the bottom quartile. One of the most illuminating results of our survey was that positive customer-experience emotions-encompassed in a feeling of trust-were the biggest drivers of satisfaction and loyalty in a majority of industries surveyed. Large banks typically faced the greatest challenge. And when we sent an undercover-shopping team to visit 50 bank branches and contact 50 bank call centers, the analysis was confirmed: for lower-performing banks, the variability in experience was much higher among a typical bank’s branches than it was among different banks themselves. ![]() Banks, for example, saw an exceptionally strong correlation between consistency on key customer journeys and overall performance in customer experience. The fact is that consistency on the most common customer journeys is an important predictor of overall customer experience and loyalty. Assuming a 95 percent satisfaction rate for each individual interaction-whether measuring responsiveness, the accuracy of information, or other factors-even this level of performance means that up to one in four customers will have a poor experience during the on-boarding journey. Assume a customer interacts six times with a pay-TV company, starting when he or she undertakes online research into providers and ending when the first bill is received 30 days after service is installed. ![]() Simple math illustrates why this is so important in a world of increasingly multichannel, multitouch customer journeys. However, few companies can deliver consistently across customer journeys, even in meeting basic needs. It’s well understood that companies must continually work to provide customers with superior service, with each area of the business having clear policies, rules, and supporting mechanisms to ensure consistency during each interaction. Our research identified three keys to consistency: 1. In addition, maximizing satisfaction with customer journeys has the potential not only to increase customer satisfaction by 20 percent but also to lift revenue by up to 15 percent while lowering the cost of serving customers by as much as 20 percent. Our most recent customer-experience survey of some 27,000 American consumers across 14 different industries found that effective customer journeys are more important: measuring satisfaction on customer journeys is 30 percent more predictive of overall customer satisfaction than measuring happiness for each individual interaction. It’s not enough to make customers happy with each individual interaction. This customer journey can span all elements of a company and include everything from buying a product to actually using it, having issues with a product that require resolution, or simply making the decision to use a service or product for the first time. ![]() That’s because by using a variety of channels and triggering more and more interactions with companies as they seek to meet discrete needs, customers create clusters of interactions that make their individual interactions less important than their cumulative experience. Getting consistency right also requires the attention of top leadership. But it’s exceptionally powerful, especially at a time when retail channels are proliferating and consumer choice and empowerment are increasing. Consistency may be one of the least inspirational topics for most managers. ![]() “It demands a consistency of thought, of purpose, and of action over a long period of time.” He was talking about his route to music stardom, yet his words are just as applicable to the world of customer experience. “Sustaining an audience is hard,” Bruce Springsteen once said.
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