{"id":558105,"date":"2022-01-05T08:13:00","date_gmt":"2022-01-05T08:13:00","guid":{"rendered":"https:\/\/www.capgemini.com\/us-en\/?post_type=research-and-insight&#038;p=558105"},"modified":"2025-03-06T06:01:03","modified_gmt":"2025-03-06T11:01:03","slug":"consistency-across-channels-is-critical","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/us-en\/insights\/research-library\/consistency-across-channels-is-critical\/","title":{"rendered":"Consistency across channels is critical"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2022\/05\/Omnichannel-Consistency-across-channels-is-critical.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2022\/05\/Omnichannel-Consistency-across-channels-is-critical.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2022\/05\/Omnichannel-Consistency-across-channels-is-critical.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2022\/05\/Omnichannel-Consistency-across-channels-is-critical.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2022\/05\/Omnichannel-Consistency-across-channels-is-critical.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2022\/05\/Omnichannel-Consistency-across-channels-is-critical.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2022\/05\/Omnichannel-Consistency-across-channels-is-critical.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2022\/05\/Omnichannel-Consistency-across-channels-is-critical.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2022\/05\/Omnichannel-Consistency-across-channels-is-critical.jpg\" class=\"header-img header-img-d\" alt=\"Omnichannel-Consistency-across-channels-is-critical\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Consistency across channels is critical<\/h1><\/div><h2 class=\"reasearchInsightTitle\">Lack of consistency across channels drives waste. Today\u2019s customers leave channels and brands that fail to meet their promises.<\/h2><div class=\"inner-row-insight download-btn\"><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/us-en\/insights\/research-library\/consistency-across-channels-is-critical\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/us-en\/insights\/research-library\/consistency-across-channels-is-critical\/&amp;text=Consistency across channels is critical\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/us-en\/insights\/research-library\/consistency-across-channels-is-critical\/&amp;text=Consistency across channels is critical\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">Most brand owners today reach their customers through a combination of direct sales engagement and indirect B2B distribution and retail, all performed face to face or online.<\/h2><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<p class=\"wp-block-paragraph\">When customers have a different experience through each of these channels, brands tend to suffer. Channel cannibalization or outright customer defection are genuine threats to consider.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Customers may accept a higher retail price when the shopping experience becomes entertainment. They may expect to pay more for the consultancy that accompanies a purchase from a value-added reseller. They may still choose to get advice from the partner or direct sales force and then complete their buying online to profit from channel arbitrage. Some degree of cannibalization will always exist. However, when the entire engagement is substantially better through one channel than all other channels, it exacerbates that cannibalization.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What customers will not accept from any route to market is a failure to deliver on expectations. Whether it is a product failure followed by poor service with missing parts and skills, or the failure to communicate and fulfill orders on time in full, the ultimate effect will be the same \u2013 customers leave brands that don\u2019t keep their promises.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Brands may establish multiple routes to market to achieve accelerated growth and profitability goals. Lack of consistency in customer experience across channels will have the opposite effect: lost sales opportunities, wasted investments and unnecessary costs associated with the offending route to market.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/4\/2022\/01\/KEEPING-CUSTOMERS-HAPPY-ACROSS-CHANNELS-PAYS-OFF.jpg\" alt=\"KEEPING CUSTOMERS HAPPY ACROSS CHANNELS PAYS OFF\" class=\"wp-image-550826\"\/><\/figure>\n\n\n\n<pre class=\"wp-block-code\"><code>    &lt;div class=\"row\"&gt;\n        &lt;div class=\"col-12 text-center\"&gt;\n            &lt;a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/03\/Optimizing-Omnichannel-Performance-Capgemini.pdf\" id=\"btn-1641390211053\" class=\"section__button btn-general\" target=\"_self\"&gt;Download factsheet&lt;\/a&gt;\n        &lt;\/div&gt;\n    &lt;\/div&gt;<\/code><\/pre>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":103,"featured_media":558107,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"95980fc5-8e2b-4b65-afb0-43f78e9a15e6\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":0,"primary_term":"","featured_focal_points":""},"tags":[],"research-and-insight-type":[],"theme":[],"brand":[],"service":[],"industry":[],"partners":[],"content-group":[],"class_list":["post-558105","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Consistency across channels is critical - Capgemini USA<\/title>\n<meta name=\"description\" content=\"Consistency across channels is criticalLack of consistency across channels drives waste. 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