When we speak with business leaders about strategic messaging and their corporate story, many think the topics are soft. Maybe these executives should take a look at the results from a recent 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
How is that possible? Well, according to results from this study, the cost of delivering an inconsistent story throughout the customer journey is obvious.
51 percent of leaders said the cost of delivering an inconsistent story resulted from customer confusion; while 53 percent said inconsistencies led to unclear or unmet customer expectations; and 49 percent stated lack of consistency in their story drove prospects to competing products or solutions.
However, companies that develop and deliver consistent corporate messaging throughout the customer experience reap significant rewards. In fact, 62% of leaders stated their organization’s ability to deliver a clear, compelling and consistent story increased sales by $10 million or more each year.
- Does your company have a shared story?
- Are customer-facing employees able to deliver your story consistently in buyer / customer interactions?
- Is that story delivered consistently online and offline?
If your answer to any of those questions was no, then lack of consistency is costing you more than you think.
As you can see, the financial upside and return on investment for developing and delivering a consistent corporate story is evident. So, why aren’t you investing in a shared Messaging Platform and executing the internal education programs that are required to bring a consistent corporate story to life throughout your customer experience?
