How to Give Your Customers a Great Experience Across All Channels

Today's consumers usually take time to check out a company before deciding to do business with

them. The advent of consumer reviews, social media, and other ways to communicate mean that

customers are getting to know companies instead of just buying from them.

Customers want to know how good your products are, but they also want to know how well you

treat existing customers, what happens if they don't like what they buy from you, and what the

hidden costs are. Creating a cohesive customer experience across channels is critical for your

business to thrive in this new era.

Build a Brand Voice

Your brand's voice is its personality. Ben & Jerry's ice cream is an excellent illustration of what

brand voice is. Whether you agree with the company's social and political bent or not, the

company's marketing department has done a brilliant job in developing a voice and keeping it

consistent across all media channels. From their fun and funky ice cream flavor names, to their

sassy social media posts, corky TV commercials, and friendly yet spicy call center answering

service, there is never a doubt that you’re getting the full Ben & Jerry’s experience.

To determine what your brand's voice is, ask who your company would be if it were a person.

For example, if you sell home security systems, your company would be the calming voice

speaking to a family in need of safety. If you sell computer software, your company would be the

knowledgeable expert capable of making complex ideas easy to understand. If you sell pithy T-

shirts, your company would probably be a smart mouth. Build a voice that your customers can

relate to.

Build a Brand Look

Once you have a voice, decide what your company should look like to the world. Colors are an

important factor, both for your logo and for your website, social media pages, and online or

printed ads – and don’t forget mobile apps. Use colors that invoke the spirit of your brand's

voice. For instance, blue, gray, and black are serious colors that speak of authority, while red and

yellow are fun colors that convey a sense of excitement or humor. Once you develop your

brand's voice and look, keep it consistent throughout your marketing efforts.

Coordinate Marketing Efforts across Departments

Once you know the personality of your company, it's important to keep that consistent, which is

impossible to do if all the departments don't know how to speak for the company. Successful

businesses have employees who embody the voice of the company. This comes from the top

down – every department needs to take their cues from corporate culture.

Who the company is should be evident in your printed ads, and your call center workers ought to

be able to keep that voice consistent in their communications. Customers are going to be turned

off if the fun-loving ads they've seen don't translate into customer service reps that are easygoing

and friendly. Social media messages, radio spots, TV commercials, print ads, and the people who

answer the phone should all convey the same ideas about your company.

Once you have a corporate identity and are able to keep that personality consistent across all

channels, customers will begin building a relationship with your company instead of just doing

business with you. This is where buyers become loyal customers.