But customers don't make a distinction between their interactions with a company through its call center or its Web site or its mobile advertising campaign. Identical values and personality should be communicated when extending solutions over the newest digital channels. Simply repurposing or resizing Web content for different devices' screen types will not achieve the goal of a consistent message. The brand must be communicated clearly in the format that is most appropriate to various vehicles. Consumers want information when, where and how it's convenient for them, regardless of which device they use to access it.
Quality of service becomes the differentiating factor and a great leveler for complacent brands.
The world of multiple digital channels is here. Devices are pervasive. People are defining their own unique uses for professional and lifestyle services. Companies need to understand their audiences like never before and commit to interactive relationships that are coherent both online and offline.