Match the DNA
Any claims you make about your products has to be overtly represented in the process someone goes through to buy and use them. Otherwise you have not only cast doubt on the intention of your customer experience, you have called into question the quality of the products themselves.
Always Do This
- What are the adjectives your company uses to describe any product’s reliable special features, quality standards and intention?
- Make sure that these same adjectives are applied to the customer experience – the process of buying and using the product.