As a CMO 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, we 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.
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.”
The customer experience, as the battleground for business, has elevated the importance of consistency, connectivity and continuity of your story like never before.
To be successful, CMOs are deploying an entirely different approach to managing the corporate story throughout the customer journey. They are reengineering 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?
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.
CMOs and business leaders who are prepared to address these challenges head-on 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.
That’s Your OnMessage Minute.
