A recent McKinsey study revealed that the number one trait of companies that deliver a superior customer experience is the ability to deliver a clear, compelling and consistent corporate message throughout the customer journey.

In today’s world, that is easier said than done. The corporate communications, sales and marketing environment has grown exponentially complex, and this complexity has dramatically increased the challenges companies face when it comes to developing and deploying a clear, compelling and consistent corporate story.

There are five symptoms that will tell you if your organization is suffering from inconsistent messaging throughout the customer journey. If your organization suffers from one or more of these symptoms, inconsistent and ineffective corporate messaging may be having a negative impact on your bottom line.

  1. There is a disconnect between your company’s current/planned go-to-market strategy and the core messages used to describe who you are, what you do and the value you deliver.
  2. Individuals and departments across the organization are developing customer-facing messaging and content in isolation and do not have a single trusted source of corporate messaging to draw from.
  3. Sales reps are creating their own messaging in an ad-hoc, unstructured manner, creating messaging inconsistency throughout the buying process.
  4. Multiple partners, agencies and departments are responsible for managing different marketing channels, and there is little to no messaging continuity within the content deployed across those channels.
  5. There is not a formal corporate messaging infusion process for new employees as part of the onboarding process, and corporate messaging education is not part of your learning development program for existing employees.

The solution for addressing these and other symptoms is to engage in a formal Corporate Messaging Platform development process. This requires an unwavering commitment from the executive team to develop a clear, compelling and consistent corporate message, and then pull that message through the organization.

It’s not easy, and maybe that’s why many companies ignore the symptoms. But companies that take a proactive approach to solving the messaging consistency problem see and experience the results. These results translate into increased financial performance and a differentiated customer experience.

Download this “Messaging Development and Delivery Assessment” to learn how you can deliver a consistent message across all customer touchpoints.