Creating a consistent customer journey that narrows the gaps between digital and real world environments often means identifying friction points, understanding why they exist and having the resources in place to fix them quickly. From the standpoint of the customer, a smooth omnichannel experience is characterized by four qualities – reliability, relevance, value, and trust.
These lenses speak to the cohesive brand experience, to the online and real world environments you create, and to the service interactions within each. It’s important to remember that friction – like wait times or even personal interactions between staff and customers – is largely a perceived reality. For example, you may not have any actual technical issues in an e-commerce checkout page, but a confusing set of questions in the payment form could easily be perceived as a hurdle and derail the transaction altogether. Or you may have an excellent clinical reception staff and a robust online scheduling app, but the patient who is unfamiliar with online calendars and walks into your clinic feeling poorly, then is told to wait may perceive a significant amount of interference (and frustration).