A McKinsey study “Marketing Disruption: Five blind spots on the road to marketing’s potential” found the complexity of marketing disrupters, and the speed at which they are experienced, causes confusion and prevents marketers from achieving long-term success.
The report found the number one blind spot that presents a risk to marketing’s transformation is a fragmented customer journey.
Customer expectations are continuously evolving, which means marketing and business executives must keep in step with respect to delivering a clear, compelling customer experience. Eighty-six percent of marketers surveyed claim to collect insights to provide a competitive advantage, and 82 percent collect insights to help shape business strategy. That said, marketing still struggles with managing the customer decision journey.
Fragmentation in the customer journey is largely the result of misalignment across the business. While marketers understand the importance of providing a consistent and compelling customer experience, they fail to activate a clear, consistent corporate message and pull that story throughout the organization.
For marketers to successfully bring their corporate message to life, they must ensure every customer-facing area of the business understands the corporate story and how to utilize consistent messaging in customer conversations.
With disruption as the new norm, marketers must change the way they view the development and delivery of corporate messaging. They must have intentional processes in place to ensure a clear, compelling and consistent corporate message is infused both inside and outside of the organization to improve the customer experience.
Does your corporate story lack consistency throughout the customer journey?
Speak with one of our experts today to learn how we can help.
That’s Your OnMessage Minute.
