How to develop a multi-channel approach while strengthening your brand?
The omnichannel customer experience must reflect the brand's identity.
A real challenge, at a time when customer behaviors are evolving and becoming more complex with the advent of the omnichannel customer journey!
This trend compels companies – Customer Relations and/or Marketing departments – to precisely define the desired customer experience in line with the identity and values of their brand.
Today, at each stage of their customers' journey, companies must implement everything that will create a successful customer experience to maximize the chances of building loyalty.
Faced with all the parameters on which companies must act to ensure a high qualitative level for this customer experience, it is sometimes complex to prioritize efforts. The equation is all the more complicated since the advent of digital technology and the generalization of the multi-channel customer journey, which multiplies the points of contact and the actions to be put in place... We are now faced with truly cumbersome decision-making matrices.
Decision-makers are then torn between meeting the fundamental needs of everyone and offering a personalized experience with a few priority segments. How to choose? What criteria should be considered?
Ensure consistency across 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-specific elements into the customer experience, you move beyond basic needs and make the customer experience unique and attributable to that brand.
Thus, in the same way that a customer recognizes a product or service from a brand to which they are loyal, they will recognize the experience they will have with it! The brand: the foundation of a strong and differentiating customer experience.
That's why, at KESTIO, we support companies that develop 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 brings a strong coherence to the experienced experience, regardless of the complexity of the journeys, channels, or segmentation.
When Marketing and/or Customer Relations Departments seek our expertise on this subject, we assist companies in defining and deploying their brand's Relational Identity.
If for many years, brands have understood the need to guarantee the consistency of the signs emitted in communication through a graphic charter, they now want to go further, and guarantee the consistency of the signs emitted through an identity charter of the customer experience.
This work not only strengthens customer loyalty but also enhances the BRAND, an intangible asset that is the foundation of value creation in the company.
