To Understand Risk is to Understand Consistency
Lately, I’ve been thinking about consistency—or rather, the lack of it—across the many platforms organizations use to engage with customers and employees. From websites and mobile apps to IVR phone systems, in-person interactions, and third-party platforms, the risk of inconsistent information is more than just a customer service issue—it’s a strategic, operational, financial, and compliance risk.
Let me share a few real-world examples illustrating how these inconsistencies can quietly erode trust and performance.
1. The Webinar That Disappeared
Imagine this: a customer registers for a webinar through your website. The confirmation page appears, but the calendar invite doesn’t include the webinar link. The email confirmation is vague. The mobile app doesn’t show the event. The customer calls your IVR system, which doesn’t recognize the event ID. Frustrated, they give up.
Now let’s discuss risk from each perspective in this example:
Customer:
- Frustration & Confusion: The customer may feel lost or undervalued, especially if they were excited or relying on the webinar for learning or certification.
- Loss of Trust: Repeated issues like this can erode confidence in the brand’s reliability.
- Wasted Time: Customers spend unnecessary time troubleshooting or contacting support.
Employee:
- Increased Workload: Support teams face a spike in calls and emails, often with limited tools to resolve the issue quickly.
- Reputational Pressure: Frontline employees may bear the brunt of customer dissatisfaction, impacting morale.
- Process Gaps: Employees may not be trained or equipped to handle inconsistencies across platforms, leading to internal friction.
Organization:
- Strategic Risk: You lose credibility and engagement with your audience.
- Operational Risk: Your support team is flooded with calls and emails.
- Financial Risk: Lost opportunity for upsell or future participation.
- Compliance Risk: If the webinar was part of a regulated training or disclosure, you may face audit issues.
2. The Sale That Wasn’t
A customer sees a 20% discount on your website for a service. Excited, they visit a third-party location to purchase it—only to be told the offer doesn’t apply there. They call your IVR, which has no mention of the promotion. The mobile app shows a different price altogether.
Now let’s discuss risk from each perspective in this example:
Customer:
- Perceived Deception: Customers may feel misled or manipulated, especially if they made a trip or purchase decision based on the offer.
- Abandonment: They may walk away from the purchase entirely or switch to a competitor.
- Negative Word-of-Mouth: Dissatisfied customers may share their experience publicly, damaging brand reputation.
Employee:
- Conflict Situations: Employees may be caught in awkward or confrontational situations with customers.
- Lack of Empowerment: Without clear guidance or authority to resolve pricing discrepancies, employees may feel helpless.
- Training Gaps: Inconsistent communication about promotions can lead to confusion and errors at the point of sale.
Organization:
- Strategic Risk: Brand trust is damaged.
- Operational Risk: Employees and partners are confused and unprepared.
- Financial Risk: You may be forced to honor inconsistent pricing or lose the sale.
- Compliance Risk: Misleading advertising could trigger regulatory scrutiny.
3. The Feature That Vanished
A customer signs up for a service on your website, expecting to manage their account via mobile app. But the app lacks key features. They try calling, but the IVR doesn’t support their request. In person, the employee is unaware of the digital options.
Now let’s discuss risk from each perspective in this example:
Customer:
- Disrupted Experience: The inability to complete tasks across platforms leads to dissatisfaction and potential churn.
- Accessibility Issues: Customers with specific needs (e.g., mobile-only users) may be disproportionately affected.
- Security / Functionality Concerns: Inconsistent access / utilization may raise doubts about the platform’s reliability and data integrity.
Employee:
- Support Complexity: Employees must troubleshoot across multiple systems, increasing resolution time and stress.
- Knowledge Gaps: Without unified training or documentation, employees may give incorrect or conflicting information.
- Brand Disconnection: Employees may feel disconnected from the brand promise if they can’t deliver a seamless experience.
Organization:
- Strategic Risk: The customer journey is fragmented and frustrating.
- Operational Risk: Your teams are misaligned and inefficient.
- Financial Risk: Churn increases as customers seek more seamless alternatives.
- Compliance Risk: If accessibility or service parity is required by law, you may be exposed.
So What Can We Do?
To mitigate these risks, we must ask some foundational questions we use in any risk assessment:
- Who is impacted by the inconsistency?
- What information is misaligned?
- Where are the gaps occurring?
- When do these inconsistencies arise?
- Why is the information not synchronized?
- How can we ensure consistency across platforms?
Looking Ahead
If your organization is navigating these challenges and would like a tailored discussion on how to align your platforms with your strategic goals, I invite you to schedule a consultation here:
👉 https://outlook.office.com/owa/calendar/BusinessConsultation@erosriskconsulting.com/bookings/