5 steps to creating a compelling customer experience
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PUBLISHED BY: ONMESSAGE, A MESSAGING INFUSION COMPANY
JULY 2014
5 STEPSTO CREATING A COMPELLINGCUSTOMER EXPERIENCE
We live in the age of the customer, an age of
self-education and an age in which the customer
controls the buying process. In order to attract
and retain customers, companies must shift from
the outdated sales funnel approach, in which the
seller controls the buyers’ journey to an engaging,
self-educating approach that acknowledges that
customers are in the drivers’ seat as they move
through the sales cycle at their own pace.
Because the customer has claimed control of the
buying journey, businesses must do what they
can to influence a buying decision. This means
delivering clear, compelling and consistent messaging
throughout each stage of the buying cycle.
In the Harvard Business Review article, “The Truth
About Customer Experience,” the author explains,
“ … organizations able to skillfully manage the entire
[customer] experience reap enormous rewards:
enhanced customer satisfaction, reduced churn,
increased revenue and greater employee satisfaction.
They also discover more-effective ways to collaborate
across functions and levels, a process that delivers
gains throughout the company.” In other words, the
customer experience is an “end-to-end journey”
in which the cumulative touchpoints throughout
the customer journey result in a relationship. How
the prospective customer experiences the journey
will define the relationship he or she has with the
company and is largely determined by messaging
continuity, or lack thereof, throughout the process.
FIVE STEPS TO CREATING A COMPELLING CUSTOMER EXPERIENCE 3
MESSAGING CONTINUITY THROUGHOUT THE CUSTOMER EXPERIENCE
Prospects and customers must experience messaging continuity and consistency
as they journey from one phase of the buying journey to the next. The only way
to ensure this occurs is to develop and infuse a clear, compelling and consistent
message inside and outside of your organization.
A RECENT McKINSEY STUDY
IN DELIVERING A SUPERIOR
IS THE ABILITY TOCUSTOMER EXPERIENCE
DEVELOP AND DELIVER
#1 TRAITREVEALED THE
OF COMPANIES THAT SUCCEED
A CLEAR, CONSISTENT
MESSAGE.
OF YOUR BRAND PERCEPTION
YOUR CUSTOMERS HAVEIS BASED ON CONVERSATIONS
WITH EMPLOYEES.(ENTERPRISE IG)
In order to achieve messaging continuity and deliver a consistently compelling
customer experience, marketers must implement the following five steps.
1 DEVELOP AND DELIVER A CLEAR, DIFFERENTIATED CORPORATE MESSAGE.Corporate messaging equips your entire organization with a single,
trusted platform of strategic messaging and storytelling tools that drives
continuity throughout the customer experience.
2 TRAIN EMPLOYEES SO THEY CAN BRING YOUR CORPORATE MESSAGE TO LIFE.Messaging training provides employees at every level with the in-depth
knowledge and resources they need to bring your story to life in the
customer experience.
FIVE STEPS TO CREATING A COMPELLING CUSTOMER EXPERIENCE
FIVE STEPS TO CREATING A COMPELLING CUSTOMER EXPERIENCE 4
FIVE STEPS TO CREATING A COMPELLING CUSTOMER EXPERIENCE (continued)
3 PROVIDE SALES WITH ENGAGING MESSAGES, STORIES AND TOOLS.Sales enablement aligns your strategic messaging with sales tools and
selling conversations to create a consistent, compelling buying process that
increases business results.
4 EXTEND AND AMPLIFY YOUR STORY WITH COMPELLING CONTENT.Developing a consistent stream of brand stories that extend and amplify
critical elements of your corporate messaging platform so as to engage
your customers and prospective customers as they move along the
buying journey.
5 INTEGRATE YOUR MESSAGE WITH CAPTIVATING BRAND CREATIVE.Brand integration blends the narrative and visual brand experience
to create maximum engagement throughout the buying process and
customer experience.
Customer experience is born out of corporate messaging. Companies that
provide a clear, compelling corporate message delivered consistently
throughout the entire customer experience — from social media, sales
presentations, industry events and customer service phone calls to
casual conversations in the hallway — offer customers and prospective
customers a cohesive buying journey and a reliable customer experience
that builds trust and customer loyalty.
OF VENDOR SELECTION AND
IS BASED ON THE EXPERIENCE
SALES PROCESS.
CUSTOMER SATISFACTION
THEY HAVE IN THE(CEB)
© Copyright OnMessage, Inc. 2014 | All rights reserved.
About OnMessage
It’s more than our name.
It embodies our singular purpose and mission …
To grow our client’s business by helping them deliver a clear, compelling
and consistent corporate message throughout the customer experience.
OnMessage is a messaging infusion company with a proven model
for helping you develop a clear, compelling and consistent message.
Our methodology aligns your company’s strengths and true point of
difference with customer needs to create a messaging platform that
elicits optimal engagement throughout the customer experience.
This methodology, when combined with our employee training, sales
enablement, content development and brand integration services,
enables you to achieve a higher return on every connection you make.
For more information
For more valuable and informative resources that can help you improve
your customer experience go to: www.itsonmessage.com/resource.
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