In the hyper-connected, always-on, customer-driven world we operate in today, business leaders are leaving their old-school definitions of marketing and communications behind. They are writing a new playbook. A communications playbook for the entire enterprise that is rooted in delivering a consistent, connected and cohesive story throughout the customer experience.
Consistency serves as the cornerstone.
As a business leader, you have long understood that formulating a meaningful and relevant corporate story is critical to success. However, what you may not have realized is that delivering a clear, consistent story throughout the customer experience ultimately determines the winners and losers in business today.
In fact, we would go so far as to say …
“A flawed, less-than-compelling corporate story delivered consistently throughout the customer experience — will outperform — a highly effective, relevant message that is delivered inconsistently … every time.”
Connectivity is what establishes critical links.
One thing that companies put a lot of time and energy behind is — launching things. Launching new brands. Launching new campaigns. However, what will define successful companies in the future is not how well they launch things … but how consistently they link things. More specifically, intentionally linking the various conversations, communication channels, marketing vehicles and touchpoints that play a critical role in the customer journey.
An article on Business2Community.com crystalizes this thought:
“Customers don’t need more ads, emails, ebooks, webinars, workshops, phone messages, sales meetings … they need an experience that turns their interest into purchase. You must think about every touchpoint in a very intentional way rather than simply creating yet another marketing initiative.”
Continuity is about the customer experience.
The customer experience, as the battleground for business, has elevated the importance of consistency, connectivity and continuity in your story. As a result, leading companies are deploying an entirely different approach to managing the corporate story throughout the customer journey. They are reengineering roles, responsibilities and processes. They are reaching across “party lines” and developing connected, cross-functional messaging development and activation processes between every customer-facing area of the company.
Business leaders at these companies are breaking down silos that prevent the company from delivering a clear, consistent and connected story. They are demanding the development of cross-functional communication strategies and implementing change management programs to transform how the company’s story is brought to life throughout the customer experience.
Why is consistency, connectivity and continuity so important?
The modern customer experience has fundamentally changed how prospects and customers engage with your company. It has also changed the way companies acquire, retain and create loyal customers. These changes are sweeping and impact almost every facet of the business.
Market leaders are meeting these challenges head-on by redefining how their organization activates the company story throughout the customer journey. They are implementing new messaging development and activation processes that will meet the communication and connectivity requirements of today’s buyer.