Like many businesspeople, I spend a good amount of time in and around airports. While airports don’t necessarily create consistent experiences between cities, organizations that spread across airports (i.e., airlines, security agencies) often do and definitely should. Just like brands do this across sales channels.
Customers will remember what you tell them the last time and expect the next experience to be similar (leaving room for you to provide unexpected delight). Where can this fall down? While traveling together some months ago, my wife was randomly selected on her boarding pass for TSA Pre-Check, while I was not. The boarding pass checker told us to both go through the nearby Pre-Check, which made sense as we were traveling together. At yet another airport recently, we attempted to go through Pre-Check together as was previously instructed, only to have one of us sent back through regular security. Now, neither of us knows what to expect, and this state of confusion among travelers is exactly what the TSA is presumably trying to avoid.
Data-informed experimentation with different experiences across different customers makes sense for the entrepreneur seeking the most fruitful results, but the key is to create consistency across these experiences for a single customer. When you design your customers’ experiences, consider every single touch point from research through purchase, instruction through installation, use through support, and sharing through re-purchase. This cycle, if you’re doing it right, should be chock full of consistent experiences not just within the cycle, but upon restarting it (the re-purchase).
Unlike going through security when flying, your customers have a choice whether to buy (again) from you. Are you giving them a reason to stay? Or to go?