4 steps to building lasting loyalty with unified experiences

Unified experiences involve providing consistent, on-brand experiences to customers across all touchpoints, both digital and physical. When customers have seamless and cohesive interactions with a brand, they are more likely to feel valued and develop a sense of trust and loyalty. 

To create truly unified experiences, a brand must deliver connected moments. This means using a common design language and tone across channels and shaping journeys that reflect the identity and needs of their customers. Recognizability and uniqueness are also essential, and customers expect a brand to have a distinct tone and aesthetic at every touchpoint. Brands like Apple, Starbucks, and Nike exemplify unified experiences — interacting with customers in a predictable way that builds trust and recognition. 

Unified experiences deliver value to their audience while driving sought-after customer behaviors, such as new customer acquisition, improved conversions, and customer retention.

Imagine you’re booking a flight to a vacation destination. Commercial airlines rely heavily on unified experiences to drive trust and loyalty. From searching for prices to planning in-flight meals and even checking in at the airport or online, each step of the process should feel connected, intuitive, and distinctly recognizable as the brand you’ve chosen. If any part of the experience feels disconnected or difficult, you may quickly decide never to use that airline again. Even the smallest misstep can impact customer loyalty, so it’s vital that brands stay connected across all of their physical and digital touchpoints. 

We work with global brands to build unified experiences that not only deliver seamlessly for their customers but actively drive brand loyalty. Want to know how we combine service design thinking with a frontstage/backstage framework to build out unified experiences?