There are three Cs of customer satisfaction: consistency, consistency, consistency. It may not seem sexy, but it's exceptionally powerful, especially when channels to market are proliferating and consumer choice and empowerment is increasing.
Getting consistency right requires the attention of top leadership. That’s because by using a variety of channels and triggering more and more interactions with companies as they seek to meet their needs, customers create clusters of interactions (the customer journey) that make their individual interactions less important than their cumulative experience.
This customer journey includes everything from buying a product to actually using it, having issues with a product that require resolution or simply making the decision to use a service or product for the first time.
It’s not enough to make customers happy with each individual interaction. Measuring satisfaction on customer journeys is 30% more predictive of overall customer satisfaction than measuring happiness for each individual interaction.