I came across McKinsey’s article about the importance of consistency in customer experience. I couldn’t agree more. I have been studying customer experiences from the product experience point of view. Way too often companies focus on creating a great customer experience on a single customer touchpoint but don’t pay too much attention to ten others.
I guess it is very natural that this should happen. After all, companies are usually organised in such a way that different people (and quite often different functions) oversee product experiences in different channels, even within sales and marketing: an ad agency creates content for social media, marketing creates product content for the website, product organisation creates product data sheets and the sales make their own PowerPoint presentations. In this setup, it is very unlikely that the product experience will be consistent across all the sales channels.
I believe the reason why consistency is not appreciated so much in companies is humane. First, consistency sounds boring and secondly, it requires a process that people from different sides of the organisation are willing to stick to. In other words, it requires management. Luckily, there is a technology that can help us there. It is called Product Information Management, PIM in short.
In Product Information Management people from different sides of the organisation maintain all the product related information in a common system called PIM. From PIM, the product information is published to all the sales channels that need it. The product master data in PIM may come from ERP or other such system which is used in internal processes, but PIM is used as a common platform to enrich product data to be used in all the customer touchpoints.
In PIM: ad agencies can add the copy text to promote the products, marketing can add product marketing texts, product organisation can maintain all the technical details and sales can bring in their input from the field. This is beginning to sound like collaboration, isn’t it? And the outcome of this way of working is consistent customer experience. Worth a try, don’t you think?
And as for being boring, I would argue that too. I can think of nothing more boring than copy-pasting content from one place to another. With PIM you can get rid of that altogether. Once you have shared your product information in PIM, it is available for automated publishing in all the sales channels that might need it without any copy-pasting.