Being friends with Dr. Jekyll and Mr. Hyde would be tough. See him at a party and he’s all jolly and fun, then run into him at the super­mar­ket and he’s a bel­liger­ent jerk. It’s tough to reg­u­larly get two com­pletely dif­fer­ent expe­ri­ences with one entity.

A recent For­rester report indi­cated that only 46 per­cent of com­pa­nies have even started track­ing mobile app ana­lyt­ics. Likely, an even smaller frac­tion of those com­pa­nies are tak­ing the time to under­stand how their mobile expe­ri­ence syncs up with their customer’s web­site experience.

Recently, I had the expe­ri­ence of hav­ing a com­pany tell me I needed to treat their web­site and their mobile app as two sep­a­rate enti­ties. While this may make sense inter­nally, it’s extremely con­fus­ing to cus­tomers. Pro­vid­ing two sep­a­rate cus­tomer ser­vice expe­ri­ences, pric­ing mod­els, pro­mo­tional codes, and more can make your com­pany seem incon­sis­tent to your cus­tomers at best.

When I was instructed to view the two plat­forms as sep­a­rate enti­ties, I voiced my con­cern. Why could I only get a refund via the web­site where prices were inher­ently higher? Why couldn’t I can­cel orders I’d made via the mobile app through the mobile app? The com­pany didn’t blink. They sim­ply explained that their model did not allow for a full, con­sis­tent user expe­ri­ence on either plat­form. They explained it was my job as the user to remem­ber that each plat­form was different.

This is a huge gap for many rea­sons. For one, there’s never a rea­son to make your customer’s job harder. User expe­ri­ence should allow the customer’s inter­ac­tion with your brand to be both con­sis­tent and easy. Mak­ing your strat­egy incon­sis­tent is inher­ently harder for cus­tomers and makes it less likely that your inter­ac­tion with them will con­vert to a sale. Nat­u­rally, decreas­ing sales is not the goal of your mar­ket­ing efforts.

Mar­ket­ing strat­egy aside, you lose an incred­i­ble amount of cus­tomer insight by treat­ing each of your plat­forms sep­a­rately. With­out a united front, there is no way to gain a 360 degree view of your cus­tomers’ expe­ri­ence. You can­not fully under­stand which pro­mo­tions your clients may be inter­ested in, their buy­ing pat­terns, or their level of loy­alty if you can­not see all their data in one place. Even worse, you can­not appro­pri­ately equip your cus­tomer ser­vice rep­re­sen­ta­tives to assist your cus­tomers with­out the full breadth of their his­tory being eas­ily accessed.

What then does this ulti­mately lead to? Why, that’s sim­ple. It leads to cus­tomer attri­tion. They may not leave the first time they encounter a poor expe­ri­ence, but over time, you’re teach­ing them that you do not value their time. Your ana­lyt­ics will not help you keep these cus­tomers because you can­not use your data to gain a holis­tic view of what they’re going through. Ulti­mately, you won’t see until it’s too late that cus­tomers are leav­ing: you’ll see this through decreased sales. And when you do see a decrease in sales? It will be extremely dif­fi­cult to deter­mine why with­out the data to explain the situation.

Your enter­prise should pro­vide the same expe­ri­ence for cus­tomers how­ever they inter­act with you. It leads to increased sales, bet­ter cus­tomer ser­vice, and increased insight into how to keep those cus­tomers com­ing back for more. Gen­er­ally speak­ing, in a retail envi­ron­ment you only con­vert 2–7 per­cent of cus­tomers who reach your dig­i­tal prop­erty. Don’t make it harder to increase an already tough con­ver­sion process. Email cam­paigns that inte­grate cus­tomer infor­ma­tion are 10 times more likely to see con­ver­sion that those that don’t. When you extend this beyond your email cam­paigns, the chances for con­ver­sion only increase. Seems pretty sim­ple when you think about it. So why is it so hard for some big brands to understand?

How is your enter­prise work­ing toward being the same “you” wher­ever cus­tomers inter­act with you?