How to develop a multi-channel approach while strengthening your brand?
The multi-channel customer experience should reflect the brand identity
A real challenge, at a time when customer behaviour is changing and becoming more complex with the advent of the multi-channel customer journey !
This trend is forcing companies - customer relations and/or marketing departments - to define the desired customer experience precisely , in line with the identity and values of their brand.
Today, at every stage of the customer journey, companies need to put in place everything that will create a successful customer experience to maximise the chances of building loyalty.
Faced with all the parameters on which companies must act to ensure a high level of quality for this customer experience, it is sometimes complex to prioritise efforts. The equation is even more complicated since the advent of digital and the generalisation of the multi-channel customer journey, which multiplies the points of contact and the actions to be implemented... We are now faced with really heavy decision matrices.
Decision-makers are then torn between meeting the basic needs of all and offering a personalised experience with a few priority segments. How to choose? What criteria should be considered?
Ensure the consistency of all your action plans, broken down by target or channel
For KESTIO, the answer to this dilemma lies in the brand, its promise and its values.
By integrating brand specificity into the customer experience, it is possible to move beyond basic needs and make the customer experience specific and attributable to that brand.
In the same way that a customer recognises a product or service from a brand to which he is loyal, he will recognise the experience he will have with it! The brand: the foundation of a strong and differentiating customer experience.
This is why, at KESTIO, we support companies that are developing a strong customer approach to help them achieve coherence between the Customer Journey, Customer Relations and Customer Experience.
Through the definition of identity markers, we deploy a methodology that provides, regardless of the complexity of the paths, channels and segmentation, a strong coherence in the experience.
When asked to do so by Marketing Departments and/or Customer Relations Departments, we assist companies in defining and deploying their brand's relational identity .
If for many years, brands have understood the need to guarantee the coherence of the signs emitted in communication through a graphic charter, they now wish to go further, and guarantee the coherence of the signs emitted through an identity charter of the customer experience .
This work not only strengthens customer loyalty but also enhances the value of the BRAND, an intangible asset that is the basis of value creation in the company.
