Predictability in an Unpredictable World: Consistency and the Power of Brand

Based on the opinion of many people far smarter than me, it appears that humans have been on a journey to bring order to chaos from the beginning of time.

In fact, the great graphic artist M. C. Escher once noted “we adore chaos because we love to produce order.”

So think about the world today and the chaos which envelops you and your customers. A few moments of reflection result in the conclusion that UNCERTAINTY ABOUNDS!

In fact, here’s a short list of socioeconomic uncertainties that most of us face (I promise there is a silver lining to this initial “dark cloud” post):

Political Unrest


Information Overload

Runaway Technology

In the face of these unpredictability drivers (and so many more that I didn’t dare list), our customers are looking for order through brands that offer predictability in products and services. In fact, much research about the way consumers perceive “brands” hinges on the consistency and predictability of a company’s offerings.

If we focus on no other aspect of the customer experience, I recommend the dedicated pursuit of consistency; particularly as it relates to:

Product Quality

Service Speed

Staff Knowledge

Price Transparency

The Emotional Outcomes Emerging from Every Customer Interaction

Brands lose value when customers can’t predict the quality of the products and experiences they will receive.

Companies, I’ve worked with and written about, like Mercedes-Benz and Starbucks develop very loyal customers (zealots, if you will) by being so predictable that customers imbed the products into the fabric and rituals of their daily lives. Many Starbucks customers have daily coffee preparation rituals at home and work as well as daily Starbucks café visit rituals. The brand creates order in the midst of a brand loyalist’s hectic day and even represents the familiar when customers travel far from home.

How predictable are your products, prices, services, and emotional outcomes? Is your brand seen as a safe haven in swirling seas of competitive options?

Now more than ever, your customers need you, your products, and your people to be a source of consistency!

Smoke over black background

Joseph A. Michelli, Ph.D. is a professional speaker and chief experience officer at The Michelli Experience. A New York Times #1 bestselling author, Dr. Michelli and his team consult with some of the world’s best customer experience companies.

Follow on Twitter: @josephmichelli

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