In the hyper-connected, always-on, customer-driven world we operate in today, leading CEOs are leaving their old-school definitions of marketing and communications behind. They are writing a new playbook. A communications playbook for the entire enterprise that is rooted in delivering a consistent, connected and cohesive story throughout the customer experience.
Consistency serves as the cornerstone.
As a CEO or C-suite executive, you have long understood that formulating a meaningful and relevant corporate story is critical to success. However, what you may not have realized is that delivering a clear, consistent story throughout the customer experience ultimately determines the winners and losers in business today. In fact, I would go so far as to say that a flawed, less-than-compelling corporate story — delivered consistently throughout the customer experience — will outperform a highly effective, relevant message that is delivered inconsistently … every time.
Connectivity is what establishes critical links.
One thing successful companies have done well in the past has been launching things. Launching new brands. Launching new campaigns. However, what will define successful companies in the future is not how well they launch things … but how consistently they link things. More specifically, intentionally linking the various conversations, communication channels, marketing vehicles and touchpoints that play a critical role in the customer journey. An article on Business2Community.com crystalizes this thought:
“Customers don’t need more ads, emails, ebooks, webinars, workshops, phone messages, sales meetings … they need an experience that turns their interest to purchase. You must think about every touchpoint in a very intentional way rather than simply creating yet another marketing initiative.”
Continuity is about the customer experience.
The customer experience, as the battleground for business, has elevated the importance of “intentional” consistency, connectivity and continuity of your story like never before. To be successful, CEOs are deploying an entirely different approach to managing the corporate story throughout the customer journey. They are re-engineering roles, responsibilities and processes. They are breaking down silos across the business that prevent the company from delivering a clear, consistent and connected story.
Why is consistency, connectivity and continuity so critical to success in 2021?
Because, the customer experience has fundamentally changed how prospects and customers engage with your company. It has also changed the way companies acquire, retain and create loyal customers. These changes are sweeping and impact almost every facet of the business.
CEOs and business leaders who are prepared to address these challenges head-on in 2021 will outperform their peers because they will have the messaging development and delivery processes in place that are required to meet the consistency, connectivity and continuity requirements of today’s buyer.
