How to prevent fragmented messaging in our multichannel world

A recent Accenture report stated, “Digital technologies have empowered today’s consumers to get what they want, when they want and where they want. So while consumers may have few problems moving from one media channel to another and from one device to another, business is having a hard time keeping up with them.”

For that very reason, many CMOs and marketing executives have been hyper focused on three things: channels, technology and data. A significant amount of time has been spent answering questions like, how are we using new digital channels to engage with customers? What technology solutions do we need to automate customer relationship management? What web analytics tools do we need to capture engagement and conversion metrics? How can we leverage data to personalize each customer experience? These are all questions that must be answered. However, the truth is, implementing solutions that answer these questions can actually create even greater customer confusion.

How? Today, companies have more channels, tools and technologies through which messages are being distributed in the customer experience than ever before. The sheer number of stakeholders responsible for developing and delivering messages in the customer journey has also increased significantly. This is a problem for companies that do not have a core story or message that is driving consistent customer communication and engagement.

Philo Howard, a business unit executive at IBM recently said, “If there’s one thing I’ve learned during my 15 years in sales, it’s that a lot of businesses don’t deliver a consistent, cohesive message when communicating with buyers. This can confuse prospects and customers, which may open the door to your competitor. Bottom line, when your marketing message is jumbled you hurt your bottom line.”

The fact is, without a clear, compelling and consistent corporate messaging platform in place, technology, distributed channels and data may simply be amplifying the fragmented and inconsistent story individuals consume throughout their journey with your company.

By | 2016-11-14T15:19:42+00:00 November 2, 2016|Categories: Customer Experience|

About the Author:

With more than 25 years experience building collaborative relationships with executive teams, Jim brings a wealth of knowledge to every client engagement. O’Gara has spent thousands of hours formulating winning go-to-market strategies and stories for dozens of Fortune 100 companies and hundreds of high-growth businesses. O’Gara’s expertise in go-to-market strategy development, customer research, corporate messaging and positioning, customer experience management as well as customer-centric culture development has earned him the respect of executives around the world. Over the years, his ability to breakdown business, marketing and customer experience challenges in complex industries (such as healthcare, technology and professional services) has been invaluable to CEOs and CMOs at a number of leading companies. Jim is an active member of the Forbes Communications Council and his thought leadership often appears on Forbes.com.