CEOs, CMOs and other business executives are quickly coming to the realization that every aspect of the organization must work together to achieve lasting customer experience success.
Every aspect of your business that touches the customer … matters.
It’s not just about successful lead generation.
It’s not just about great sales conversion rates.
It’s not just about better-than-average Net Promoter scores.
Christine Crandell, a contributing editor with Forbes Magazine, said it best, “Customer experience is not restricted just to the attract-engage-convert-close funnel. Rather it is about the lifetime experience the buyer expects to have with a vendor.”
Only when all three phases of the customer experience (self-service, sales and post-purchase) are performing at a high level can a company reach its full potential. And there is one thing that drives consistency and connectivity between all three phases — your corporate story.
From a prospect’s first encounter with your website to conversations with your sales team, communication with your customer support team and everywhere in between … your story is omnipresent.
The question is, what story are you sharing throughout all three phases of the customer experience? Is that story consistent? If not, the simple fact is, inconsistent messages will negatively impact business performance. How?
An inconsistent story creates customer confusion, uncertainty, doubt and negatively impacts trust. We all know that “trust” is the foundation of any lasting, profitable customer relationship. And when lack of trust exists, companies experience lower customer acquisition, retention and advocacy rates: metrics that directly impact financial performance of your business.
So, ask yourself … does a clear, compelling and consistent story really matter? Does it really create a differentiated customer experience? Does it truly impact business performance?
The answer to all three of these questions:
Absolutely.
