Buying behavior, the web, content marketing, mobile computing, search, social media and more have transformed the way customers engage with your company and consume your story.

So, with all these changes, what are your top priorities for the coming year?

What will you be investing in and focused on?

Is it increasing your social media presence, email marketing, ABM, SEO, content development?

While all of these are important elements of a multi-channel marketing strategy … ask yourself:

Is there one thing missing on my priority list that can directly impact future growth?

One thing that will actually improve customer acquisition, retention and loyalty rates?

Before I tell you what that one thing is … let’s take a closer look at the customer experience.

The customer experience can be broken down into three distinct phases. Each phase must be seamless and connected. This is how you increase trust and credibility — and acquire, retain and build loyal customers for a sustained period of time.

From the customer’s perspective, these phases are a series of disconnected touchpoints. Touchpoints where they are being informed and educated about your company, products and services.

The self-service phase is when your buyer is learning. They’re deciding — if in fact they need what you have to offer. If they share your point of view. If you are uniquely suited to meet their needs. Ultimately, they’re deciding if they trust you and want to investigate your company further.

The sales phase is where the actual conversation begins. This is where you have the chance to continue sharing your story. The opportunity to take them deeper into the story and help them truly understand who you are, what you do and the value you deliver. This phase is critically important. So much so that research shows 53 percent of vendor selection and satisfaction is based on the experience a company has during the sales process.

If you are fortunate enough to close the deal, the customer journey continues in the post-purchase phase. That’s when customers ask themselves — did I get what I was promised? Did my actual experience live up to the story? Can I trust them with my business in the future?

There is one constant. One thread that connects all three phases of the customer experience.

That one thing is your corporate message. Your story.

Consider this: If your corporate messaging is inconsistent or, worse yet, out of date, that story is being amplified through an exponential number of touchpoints during the buying journey. And that inconsistent, inaccurate story can significantly damage your reputation and hinder growth.

Don’t let that happen. Put your corporate story at the top of your priority list.

Set aside the time and budget to bring your strategy and story into alignment. Invest in programs and processes that will ensure your entire organization brings a consistent story to life throughout the customer experience in 2019.

We promise. It will be the best investment you make all year.