ABSTRACT
A customer’s interaction with a company, its products and services is experienced through multiple channels and touchpoints. Consistency between a company’s different marketing channels is vital. The moment a negative experience occurs, customers are less likely to buy a product or service, or consider the company again. Depending on the customer’s journey, customers can physically interact with an advisor, a representative, a delivery person, an installer, a technician or an agent. For customers, it is inexplicable and even illogical to not be able to return a product bought online at a dealer’s sales point or benefit from the same price in the store as on the web. Therefore, customer experience cannot be confined to a single universe: digital or physical. A company’s customer experience is everyone’s business—from the designer of the product to the sales representative, and from the delivery person to the customer support team.
