For online retailers, consistency is key

By: Lisa Sigler

March 2, 2015

customer experience
customer experience management
Customer Feedback
Sentiment Analysis

It’s easy for retailers to be so focused on their internal organizational structure that they forget that customers perceive the business as one entity. Customer service agents may get complaints about both a website malfunction and a problem with a product in the same call; the caller doesn’t understand or even care that these two issues are handled by completely different functions within your business. On-time delivery doesn’t make up for rude service. Great advertising can only cover poor product quality for so long. A coupon code that works in the store but not online is going to be a problem. For your business to be successful, every group has to work together, and every customer interaction has to go smoothly.

If you are a retailer with online and brick-and-mortar locations, delivering a consistent experience is even harder. You have to worry about both sales channels when it comes to customer experience: 55% of shoppers who have a bad online experience are less likely to visit your physical location. So how can you make sure that every interaction with customers is a positive one?

  • Make quality and customer-centric policies a priority across all departments
  • Educate your employees on how to represent your brand values and how they contribute to overall success
  • Teach any employee who interacts with customers to speak the customers’ language
  • Create processes to get feedback to the right people who can fix problems and satisfy customers
  • Listen to the Voice of the Customer from every channel and act on the feedback you collect

Presenting your business as one unified brand that consistently delivers excellent products, experiences, and service levels is the only way to establish brand loyalty. A disjointed experience results in churn, confusion, and dissatisfaction.

Providing an inconsistent brand experience is just one of the disasters that online retailers might encounter. For more tips on providing a better online customer experience, check out our cheat sheet, 4 Disasters Online Retailers Must Avoid.


Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value and benefits of technology to life. In her current role, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis.