In today’s constantly connected world, customers expect a cohesive experience across all touchpoints. When this expectation is not met — when the link between what a company says and what it does is broken — customers lose trust in the business and the services / solutions it delivers.

Sure, savvy business leaders understand that developing a clear, compelling and consistent corporate story is important for customer engagement. However, where many companies fall short is consistently bringing that story to life throughout the customer experience.

Business leaders often forget that as their company evolves, so does the company’s message. If left unmanaged, it will take on a life of its own — becoming less clear, less compelling and inconsistent. That’s why smart executives implement messaging education, enablement and activation programs to ensure a consistent corporate story is woven into the fabric of their customer experience. When this happens …

Employees become storytellers.
All too often executives make the mistake of assuming their employees will intuitively understand the corporate message. Not so. For messaging to truly be effective, it must be infused into the organization through sustained internal education and activation programs that ensure employees internalize corporate messaging and are inspired to bring it to life.

Selling conversations convert more customers.
Magic happens when strategic messaging is infused into sales tools and selling conversations. When this happens, conversations throughout the buying process become more clear, compelling and consistent. This results in prospects converting to paying customers at a higher rate.

Thought leadership extends and amplifies the corporate story.
Marketers know that content is not a “nice to have” but rather a must have. And yet, according to IDG, 86 percent of buyers say B2B content is not useful, relevant or aligned to purchasing needs. Content is the direct link to customers and should always extend and amplify the core elements of your Corporate Messaging Platform.

Always remember, the customer experience begins and ends with a conversation.

So, in 2022, ensure all of your employees are well equipped to deliver a clear, compelling and consistent corporate message throughout the customer journey.

Learn how we can help. Speak with one of our experts today

That’s Your OnMessage Minute.