Page 75 - Delivering Authentic Customer Experiences

Principle 5 Delivering Authentic Customer Experiences

leading channel right is paramount. However, if you want your
business to grow in today’s digital age you need to be where your
customers hang out. Every channel you choose to help deliver
your service or customer experience must authentically represent
your brand values, be consistent with your service promise and
meet your clients’ expectations. They should also be accessible
and easy to use by your target market. There is little point creating
channels that your customers won’t use. Research their
preferences, find out where they are and how they connect and
use this information to select the most appropriate media.

64