Chapter 13

Delivering Consistency

Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time.

—Bruce Springsteen

In the real world, consistency is all about providing the same kind of experience each time somebody walks into the store or interacts with the brand. In the case of Ogilvie’s, the consistency becomes a hallmark of the business (and part of its authenticity). This may be via the phone, an advertisement, or in the digital world, via the website, social media, and other channels.

As we mentioned in Chapter 12, consistency is an element of authenticity. When visitors encounter organizations that have different approaches and messages in different channels, it is hard to have a clear picture of the brand and message. According to Forrester Research, “Today’s digital landscape is distributed across a fractured array of services and devices. It’s also increasingly entangled with physical touchpoints and environments. With customers able to interact through multiple channels at any given moment—and often using multiple touchpoints in pursuit of a single goal—companies need to ensure that they present a coherent face across all interactions.”1

According to Forrester, creating consistency is the number one thing that organizations should focus on when trying to improve their digital experiences. And when those experiences aren’t consistent? It seems like a lot of different companies all ...

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