Another E-Myth Revisited lesson that seems obvious (but isn’t always that obvious).

Customers want a consistent experience. If you are to be a rock star, they want a rock star every time. It’s not acceptable to give them a rock star the first couple times and then dial it back some.

If your customer experience isn’t designed with any forethought, you’re going to disappoint. If you offer coffee at one touch point and not at the next interaction, then you’re going to disappoint. If your website is a shiny example of excellence and your customer service rep sounds bored and hollow, then you’re going to disappoint.

Your customer experience needs to be designed, measured, and monitored. And it needs to be consistent and predictable. The customer wants to feel in control, not the other way around.