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Whether as business or consumer marketers, we reach customers today using multiple methods - face to face, on the telephone, via the Internet, through intermediaries, with mass media. It is often said that the customer experience should be consistent across this increasingly diverse multi-channel mix. But it is hard to find evidence as to how customers feel about all this. This article goes a little way towards redressing the balance, by reporting on a survey of Lexus customers that looks at the consistency of customer experience across multiple touch-points, and crucially at how this customer experience impacts on Lexus via customer retention and propensity to recommend.

Multi-channel experience consistency: Evidence from Lexus