Every single day, business leaders spend a significant amount of their corporate budget sharing their corporate story. However, not many of these leaders know if the story being shared is consistent throughout the customer experience and if those dollars are being well spent.
These executives should take a look at the results from a study conducted by InnerView and FocusVision. In the study, leaders were asked:
“How much does an inconsistent corporate story cost your company on an annualized basis?”
> 30% said $1-5 million / year
> 24% said $6-10 million / year
> 28% said more than $10 million / year
As you can see, according to this study, the cost of delivering an inconsistent story throughout the customer journey is significant. The study discovered that:
51% of leaders believe an inconsistent story causes customer confusion.
53% say inconsistencies in their story leads to unclear or unmet customer expectations.
49% state that lack of consistency in their story drives prospects to competing products or solutions.
So where’s the good news?
Well, companies that are able to develop and deliver consistent corporate messaging throughout the customer experience reap significant rewards.
62% of leaders stated their organization’s ability to deliver clear, compelling and consistent message increased sales by $10 million or more each year.
Is your story being shared consistently throughout the customer experience?
Are customer-facing employees able to deliver your story consistently in daily work activities?
Is that story delivered consistently online and offline?
If you don’t know the answers to these questions, then an inconsistent story may be costing you more than you think. Stop the bleeding. Turn your corporate story into a profit center. We can help. Speak with one of our experts today.
That’s Your OnMessage Minute.
