Customers don’t see a brand as a series of channels. They see it as a singular entity. So it’s not surprising that customers become confused when the experience they receive through one channel is inferior to or inconsistent with the one they receive through another.
And confused customers rapidly turn into unsatisfied customers.
Research shows that most consumer engagements now involve five or more interactions, usually across more than one channel. This outlines the critical importance for brands to develop an omnichannel capability.
