For the entire month, we’ve been exploring and discussing the multi-channel experience which is quickly considered the new normal. Multi-channel experience is challenging. You have to get your ducks in a row. You have to centralize your message. You have to understand the media and the device and the context of where the customer is in his or her journey.
But you have to do that no matter what.
Expectations from customers have always been about what they want to do. They want to accomplish something, interact with your brand a certain way, but most importantly, the feeling they have when they engage with your company is the one that makes them come back…or not.
The multi-channel experience is important, but…
It won’t change everything. A seamless experience between all my devices won’t matter if your product is lacking or your service is terrible.
There are plenty of examples of companies who are patting themselves on the back for their social media, online and mobile channels while ignoring a culture that accepts poor experiences with their people. People are not a channel, but they are the experience.
Retail workers, customer service reps, and even your executive team are all part of the equation. If your CEO comes across like a jerk in the media, you better believe no investment in superior technology will help.
Consider all the ways your channels relate back to the bigger experience. Don’t ever underestimate the power of the people who are both leading and creating the experience for your customers every single day.
The irony, of course, is your people are also the ones who are creating those experiences for your digital channels. If your people aren’t aligned with your bigger vision and mission for the experience, then everything they do will be disconnected.
Before thinking of multi-channel experiences, consider your most important channel, your people. It’s the way it’s always been and won’t change any time soon.