用户通过各种渠道与组织接触,包括web、电子邮件、移动设备、信息亭、在线聊天,以及访问实体位置(如店面或服务中心)。任何具有多渠道生态系统的组织都应致力于独立渠道互动的协调,以创建一个有凝聚力的,consistentcustomer experience.

Our user research on omnichannel user experience identified 5 key components of a successful omnichannel experience:

This article discusses consistency in the omnichannel experience.

The Importance of Consistency in the Omnichannel Experience

当用户从一个频道移动到另一个频道以完成一个特定的任务或随着时间的推移完成许多不同的任务时,他们会接触到各种不同的频道体验。这些频道体验受到视觉设计、内容、语调和功能等因素的影响。在每个渠道上创建这些要素之间的一致性可以改善客户体验和品牌形象。一致性的好处omnichannel user experience包括:

  • Familiarity and Confidence.A consistent experience sets expectations for future interactions with your organization and builds user confidence.
  • Learnability.Consistent experiences are more learnable for users who have interacted with your solutions on various other channels.
  • 效率。当考虑到设计和特性stent, customers can complete tasks faster and more efficiently on the channel of their choice in the context of their everyday lives.
  • Trust.Users crave consistency而能够跨渠道提供一致体验的公司将很快赢得用户的信任,建立信誉。

Where Consistency Should Be Applied

There are 3 main areas of the experience where consistency should be applied across the channel ecosystem. Being consistent across all 3 elements will create a holistic omnichannel experience in which yourbrandDNA就像一根金线,穿过顾客旅程的每一个接触点。

  1. Core functionality.Your efforts to achieve consistency should be first and foremost directed at your main offerings. Ask yourself what features and functionality support the lifeblood of your business: what are the most common and important tasks that customers need to complete? Your channel experiences should at minimum support these core tasks on every channel.

    It’s true that different channels have different capabilities, and some tasks may be optimally supported on one channel. However, we cannot assume that, because a channel is not ideal for a particular task, it will not be selected for that task. Some people may not have access to the optimal channel at a given moment in time — for example, although applying for jobs is best done on a desktop computer, a fairly big segment of the population does not own such as device.

    Beyond simply supporting the task, the core features and workflows should be consistent across all channels. A very similar interaction style on all different channels will be familiar, will strengthen the brand, and will offer users the opportunity to take advantage of any knowledge acquired in previous interactions with the company.

    Getting a travel-insurance quote from the Singapore-based bank, DBS, is very different on desktop versus tablet: on the desktop, users view a product-detail page before being routed to a 3rdparty site to get a quote; on tablet, they can get a quote immediately, without even viewing product information.

    在DBS网站上,用户导航到保险产品页面,在那里他们可以在获得报价之前阅读有关保单的信息。

    DBS tablet应用程序隐藏策略信息并将用户引导到报价表。

    After getting a quote through both channels, one test user commented, “Compared to the desktop this (the tablet) is much easier. But now the problem is that I don’t know what I’m being covered for. On the tablet, they give me the pricing right away. I had a hard time finding it on desktop. I had to dig for it.”

    In order to read information about the insurance policy on the tablet application, users must discover the details in the Key Benefits section.

    Although consistency across channels is important, it’s vital for organizations to understand when it’s okay to compromise consistency in order to provide an appropriately optimized experience on each channel. In a future article, we will discuss the need for optimizing the experience for various devices and designing for the context of each devices’ role in the customer journey.

  2. Customer Data.To customers, you are one company. They don’t draw dividing lines between channels like organizations do. For this reason, they expect to see real-time, consistent, and valid data as they move from one channel to the next. Delivering consistent information across all channels means organizations must createintegrated backend systemsthat share and update data on the fly.

    One study participant was a member of a meal-delivery subscription service. When she received the wrong ingredient in her most recent delivery, she called customer service to complain and also update her delivery schedule over the phone. The representative gave her a credit and adjusted her schedule. Following the phone call, she logged into her account to see whether the updates had been applied, and was frustrated when she did not see them in her online account. She called customer service again, and was assured that the information would be available the next day.
    缺乏数据连续性跨渠道的原因d the user to question the organization’s capabilities and forced her to add unnecessary touchpoints to an already problematic journey. People should not be expected to understand complexities in backend technologies and processes to confidently transact with companies.

  3. Visual Design.A consistent visual story across each channel can go a long way toward making an organization appear buttoned up, unified, and fully integrated to their customers.
    Nespresso Consistency
    Nespresso’s visual design is consistent and cohesive across every channel: (1) The desktop website shows a graphic of the product packaging. (2) The mobile app uses has the same color palette and images of the coffee pods as on the desktop. (3) The the order confirmation email tells the same visual story. (4) Finally, when the coffee arrives at your door, it looks just as it did at every touchpoint of the customer’s journey, a perfect ending to the visual story.

    万豪酒店的视觉设计因渠道而异。跨通道的极端视觉不一致可能表示不同的功能、流或产品。它们可能会导致客户对差异的目的产生疑问,并最终对品牌产生不良影响。

    Marriott Desktop Booking
    Marriott Hotels website booking experience

    The booking flow on the Marriott Hotels’ tablet application has a different look-and-feel than the desktop site

Consistency: 1 of 5 Recommended Cross-Channel Components

当公司和组织为更大的用户体验而设计时,考虑所有渠道的一致性是很重要的。始终如一的体验创造trust在组织中。每次交互都是公司整体用户体验的一部分。如果不同渠道的用户体验不一致,用户会质疑组织的可信度。

In addition to being consistent, cross-channel experiences must be针对上下文优化,seamless, orchestrated, and collaborative.

Our full day course onOmnichannel Journeys and Customer Experiencecovers these recommended characteristics further.