A recent Accenture report stated, “Digital technologies have empowered today’s consumers to get what they want, when they want and where they want. So while consumers may have few problems moving from one media channel to another and from one device to another, business is having a hard time keeping up with them.”
For that very reason, many CMOs and marketing executives have been hyper focused on three things: channels, technology and data. A significant amount of time has been spent answering questions like, how are we using new digital channels to engage with customers? What technology solutions do we need to automate customer relationship management? What web analytics tools do we need to capture engagement and conversion metrics? How can we leverage data to personalize each customer experience? These are all questions that must be answered. However, the truth is, implementing solutions that answer these questions can actually create even greater customer confusion.
How? Today, companies have more channels, tools and technologies through which messages are being distributed in the customer experience than ever before. The sheer number of stakeholders responsible for developing and delivering messages in the customer journey has also increased significantly. This is a problem for companies that do not have a core story or message that is driving consistent customer communication and engagement.
Philo Howard, a business unit executive at IBM recently said, “If there’s one thing I’ve learned during my 15 years in sales, it’s that a lot of businesses don’t deliver a consistent, cohesive message when communicating with buyers. This can confuse prospects and customers, which may open the door to your competitor. Bottom line, when your marketing message is jumbled you hurt your bottom line.”
The fact is, without a clear, compelling and consistent corporate messaging platform in place, technology, distributed channels and data may simply be amplifying the fragmented and inconsistent story individuals consume throughout their journey with your company.
