Page 82 - Delivering Authentic Customer Experiences

Principle 5 Delivering Authentic Customer Experiences

Keeping it real

Here’s a typical scenario that’s been relayed to me by a number
of people and to which I can definitely relate. You may have
experienced it too. You go onto a company’s website and are
asked to fill in an online form to register or make a booking. You
dutifully comply with the request and fill in each section. Then as
you are tantalisingly close to the end of the form, you’re asked
about an add on to their service, for which they’ve considerately
provided a link to find out more details. You click on it, and it
opens to reveal the information they promised. All good so far -
until you try to go back to the form which you have spent precious
time completing, and although it opens, the system has reset it
and deleted all the information you entered.

This could easily have been rectified in advance of going live, by
setting the link to open in another window in your browser. A
simple test drive of digital channels can prevent these mishaps,
improve the customer journey, and avoid complaints created by
frustrating systems.

Taking authentic action
What will you…
a. Start…
b. Continue…
c. Stop…
to ensure you create consistent multi-channel experiences?

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