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。
- 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.
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.”
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.
- 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.
- 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.
Consistency: 1 of 5 Recommended Cross-Channel Components
Our full day course onOmnichannel Journeys and Customer Experiencecovers these recommended characteristics further.