A6. SEAMLESS
The user wants relevant and coherent information
This guideline allows for the customer to gain a coherent and connected experience throughout their customer journey, regardless of when, where and how they interact with the brand.
Description
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With the integration of internet and smart technology into our everyday lives, there are today many ways through which people can discover and come in contact with a company. If the company presents itself differently through the different channels, the user might feel disconnected and confused about what the brand is really like. The same will happen if a brand’s image does not match the real-world customer experience and what is spread through other channels, for instance via advertisements and social media.
Guidelines
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Communicate with consistency across channels
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Make sure the company presents itself in the same way through which every channel the customer wishes to interact. Adapt language, visuals and other elements to be coherent across channels to avoid customers becoming confused from one interaction to another. The brand shall present itself the same way through all channels and the experience it brings shall be connected.
Share the right info at the right time
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Depending on where in their customer journey the customer is, the information and assistance they require will be different. Thus, a seamless experience can be achieved by providing the right information at the right time, adapting the information and the interactions to where in their journey each customer is.