Your Story is the Thread that Connects the Customer Experience.

Your company’s message is the thread that connects the customer experience. It’s the one thing that can truly make a difference in what your customers think about your company.

From your website, to content marketing, to sales conversations and customer service phone calls, your corporate story is everywhere. It directly impacts customer perception and their overall experience — so when, where and how well you deliver your corporate message throughout the customer experience matters.

Forrester Research defines the customer experience as, “How customers perceive their interactions with your company.” Interactions define experiences. To interact, an exchange must take place, and nine times out of ten that exchange takes place in the form of words. Words shared with customers in conversations, print materials and digital experiences. Words exchanged between your employees and customers, your partners and customers, and your content and customers.

Ensuring your organization stays “on message” is foundational to customer experience success.

CMOs must implement focused and strategic initiatives that enable employees and partners deliver a consistent story. Initiatives that ensure they can bring the corporate story to life in the communication vehicles and conversations used throughout the customer experience. Maybe that is why Colin Mitchell, Worldwide Head of Planning at Ogilvy & Mather once said …

“Weaving corporate messages into employees’ everyday experiences, ensures on-brand behavior becomes instinctive.”

How you communicate and deliver your company’s story inside and out matters, because words matter. In fact, a recent report from Insight Agency, a UK consultancy, found that almost 50 percent of a brand’s image is attributed to what it says and how it says it.

How you describe who you are, what you do, the value you deliver and what makes you different determines — how customers perceive your company.

Companies that consistently communicate their story outperform those that deliver an inconsistent and fragmented story in the marketplace.

The question is, how consistent is the story you and your team share with customers throughout their journey?

Learn how we can help you deliver a clear, compelling and consistent story throughout the customer experience. Speak with one of our experts today.

That’s Your OnMessage Minute.