Websites can indeed be tedious to update, as can Standard Operating Procedure manuals. But when it comes to CX, protocols and procedures must be consistent across all platforms and employees. 

Several organizations that I’ve dealt with lately have had procedures clearly defined either on their websites or explained from a customer service representative. However, the organizations strayed wildly from their stated protocols in real-world situations. 

The merits of specific protocols and procedures can be debated, but if a customer finds that what you told them isn’t true, you’ve begun to lose trust regardless of how insignificant the statement was. Consistency across all platforms builds trust. When one customer service representative tells a customer one thing and then a few days later another customer service representative says something else, the customer no longer knows what end is up or who to trust. 

Never put your customers in the position of trying to figure out what is true. It isn’t their job. 

Let them focus solely on the benefits of using your products and being your customer.