How can you develop a multi-channel approach while strengthening your brand?
Multi-channel customer experience must reflect brand identity
A real challenge, at a time when customer behavior is evolving and becoming more complex with the advent of the multi-channel customer journey !
This trend is forcing companies - their customer relations and/or marketing departments - to precisely define the desired customer experience , in line with their brand identity and values.
Today, at every stage of the customer journey, companies need to put in place everything they can to create a successful customer experience and maximize the chances of building loyalty.
Faced with all the parameters on which companies must act to ensure a high quality customer experience, it is sometimes difficult to prioritize efforts. The equation has become even more complicated with the advent of digital technology and the generalization of the multi-channel customer journey, which has multiplied the number of contact points and actions to be implemented... We now find ourselves faced with a matrix of really heavy decisions.
Decision-makers are then torn between meeting everyone's basic needs and offering a personalized experience to a few priority segments. How do you 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 specifics into the customer experience, we can move beyond basic needs and make the customer experience specific and attributable to that brand.
So, just as a customer recognizes a product or service from a brand to which they are loyal, they will also recognize the experience they are going to have with it! The brand: the foundation of a strong, differentiating customer experience.
That's why, at KESTIO, we work with companies that are developing a strong customer approach, to help them align Customer Journey, Customer Relationship and Customer Experience.
Through the definition of identity markers, we deploy a methodology that, whatever the complexity of paths, channels and segmentation, brings a strong coherence to the experience.
At the request of marketing and/or customer relations departments, we support companies in defining and deploying their brand's relational identity.
While for many years now, brands have understood the need to guarantee the coherence of their communications through a graphic charter, they now wish to go a step further, and guarantee the coherence of their communications through a customer experience identity charter.
Not only does this work strengthen customer loyalty, it also enhances the value of the BRAND, an intangible asset that underpins the company's value creation.
