Multi-channel experience consistency: Evidence from Lexus

Abstract

Whether as business or consumer marketers, we reach customers today using multiple methods — face to face, on the telephone, via the internet, through intermediaries, with mass media. It is often said that the customer experience should be consistent across this increasingly diverse multi-channel mix. But it is hard to find evidence as to how customers feel about all this. This paper goes a little way towards redressing the balance by reporting on a survey of Lexus customers that looks at the consistency of customer experience across multiple touchpoints, and crucially at how this customer experience impacts on Lexus via customer retention and propensity to recommend.