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 Tshirts, 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.