create compelling and consistent customer experiences
TRANSCRIPT
CREATE COMPELLING AND CONSISTENT CUSTOMER EXPERIENCES
MESSAGING CONTINUITY: THE CRITICAL LINK IN THE CUSTOMER EXPERIENCE 3
TELL YOUR FULL STORY 4
CREATE LASTING CHANGE 5
IGNITE CUSTOMER CONVERSATIONS 6
EXTEND AND AMPLIFY YOUR MESSAGE 7
EXPRESS YOUR VISUAL IDENTITY 8
ACCELERATE BUSINESS GROWTH WITH MESSAGING CONTINUITY 9
ONMESSAGE 10
CONTENTS
Today, prospects and customers expect messaging continuity and consistency throughout their journies. The only way to ensure this occurs is to develop and infuse a clear, compelling and consistent message inside and outside of your organization.
It’s no surprise that a McKinsey study recently revealed the number one trait of companies that succeed in delivering a superior customer experience is the ability to develop and deliver a clear, consistent message.
That’s precisely why it is critical that your organization implements a proven model for developing and delivering a consistent message throughout the customer experience — a model that will maximize engagement and deliver the highest return on every connection you make.
Corporate messaging continuity throughout the buying journey creates a compelling and consistent customer experience.
MESSAGING CONTINUITY: THE CRITICAL LINK IN THE CUSTOMER EXPERIENCE
#1 trait of companies that succeed in delivering a superior customer experience is the ability to develop and
DEL IVER A CLEAR, CONSISTENT MESSAGE
ONM
ESSA
GE /
BU
SINE
SS G
ROW
TH /
VIS
UAL
IDEN
TITY
/ Y
OUR
MES
SAGE
/ C
USTO
MER
CON
VERS
ATIO
NS /
LAS
TING
CHA
NGE
/ F
ULL
STOR
Y /
MES
SAGI
NG C
ONTI
NUIT
Y
Effective customer communication starts with a clear, compelling and consistent corporate message that tells the full story of your company in a way that resonates with your target audiences and comes to life through your employees.
Companies need a strategic Corporate Messaging Platform that arms employees with the resources necessary to stay “on message” in critical business situations. This solution must go beyond a simple, single-page messaging document for the marketing department to include a broad range of actionable messaging content and tools for executives, sales, customer service, HR and every other team within your organization.
A comprehensive platform that drives messaging continuity throughout the customer experience is the difference maker.
Creating a single trusted platform of strategic corporate marketing and storytelling tools drives continuity throughout the customer experience.
TELL YOUR FULL STORY
73% of CMOs indicate that their teams ARE NOT ON MESSAGE
ONM
ESSA
GE /
BU
SINE
SS G
ROW
TH /
VIS
UAL
IDEN
TITY
/ Y
OUR
MES
SAGE
/ C
USTO
MER
CON
VERS
ATIO
NS /
LAS
TING
CHA
NGE
/ F
ULL
STOR
Y /
MES
SAGI
NG C
ONTI
NUIT
Y
CREATE LASTING CHANGE
70% OF BRAND PERCEPTIONIS DRIVEN BY EMPLOYEES
In order to bring your corporate story to life, your employees must believe the story and be armed with the key messages to effectively communicate it at every customer touchpoint. From casual conversations between meetings to client-facing presentations, your employees have the opportunity to bring your company story to life in every conversation. For these conversations to have a positive, lasting impact on the customer experience, your employees must tell the right story.
Companies that provide employees at every level with the in-depth understanding of their corporate messaging bring their stories to life, creating lasting change.
ONM
ESSA
GE /
BU
SINE
SS G
ROW
TH /
VIS
UAL
IDEN
TITY
/ Y
OUR
MES
SAGE
/ C
USTO
MER
CON
VERS
ATIO
NS /
LAS
TING
CHA
NGE
/ F
ULL
STOR
Y /
MES
SAGI
NG C
ONTI
NUIT
Y
In this self-service age, prospective customers experience numerous points of engagement with a company before ever speaking with a sales person. Infusing sales enablement tools and selling conversations with your corporate story creates a consistent and compelling buying process and improves sales results. That’s why messaging continuity is essential throughout the sales process.
Companies that infuse clear, compelling and consistent corporate messaging into sales tools and selling situations ignite meaningful and trusted conversations with customers.
IGNITE CUSTOMER CONVERSATIONS
53% OF SALES EXECUTIVESsay that consistent messaging in the sales process is a significant challenge
ONM
ESSA
GE /
BU
SINE
SS G
ROW
TH /
VIS
UAL
IDEN
TITY
/ Y
OUR
MES
SAGE
/ C
USTO
MER
CON
VERS
ATIO
NS /
LAS
TING
CHA
NGE
/ F
ULL
STOR
Y /
MES
SAGI
NG C
ONTI
NUIT
Y
Content development is critical to engaging customers at every stage of the buyer’s journey. In order to maximize engagement with your target audience, your content development strategy should extend and amplify critical elements of the corporate story so as to grow your reach and provide messaging continuity as you connect with your customers.
Content is not a nice to have. It’s your voice and direct link to customers and prospects ... companies must make sure it aligns with their marketing message. (The Pedowitz Group)
EXTEND AND AMPLIFYYOUR MESSAGE
56% OF CORPORATE MARKETERSdo not have a documented content strategy
CONTENT IS THE DIRECT LINK a company has to its customers, and yet
ONM
ESSA
GE /
BU
SINE
SS G
ROW
TH /
VIS
UAL
IDEN
TITY
/ Y
OUR
MES
SAGE
/ C
USTO
MER
CON
VERS
ATIO
NS /
LAS
TING
CHA
NGE
/ F
ULL
STOR
Y /
MES
SAGI
NG C
ONTI
NUIT
Y
While your message is the foundation of business success, it must be wrapped in memorable creative to achieve maximum engagement. A consistent and engaging visual brand builds awareness and fosters trust with customers. Inside your organization, you must recruit and educate brand stewardship and advocates. Brand integration — that is, creative execution of a solid messaging strategy — can truly differentiate a company.
Companies that transform their corporate stories and express their brand identities through memorable creative create maximum engagement throughout the customer experience.
EXPRESS YOUR VISUAL IDENTITY
to life with creative execution
The most compelling brands bring
ONM
ESSA
GE /
BU
SINE
SS G
ROW
TH /
VIS
UAL
IDEN
TITY
/ Y
OUR
MES
SAGE
/ C
USTO
MER
CON
VERS
ATIO
NS /
LAS
TING
CHA
NGE
/ F
ULL
STOR
Y /
MES
SAGI
NG C
ONTI
NUIT
Y
KEYMESSAGES
The customer experience has forever changed. Purchasing behavior, the Web, content marketing, mobile commuting and social media have transformed the way customers engage with companies and consume their stories. Today, prospects and customers expect messaging continuity and consistency in the journey from one phase 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.
At OnMessage, we have developed a proven model for developing, deploying and managing a consistent message throughout the customer experience. Our model maximizes engagement and delivers the highest return on every connection you make.
ACCELERATE BUSINESS GROWTH WITHMESSAGING CONTINUITY
ONM
ESSA
GE /
BU
SINE
SS G
ROW
TH /
VIS
UAL
IDEN
TITY
/ Y
OUR
MES
SAGE
/ C
USTO
MER
CON
VERS
ATIO
NS /
LAS
TING
CHA
NGE
/ F
ULL
STOR
Y /
MES
SAGI
NG C
ONTI
NUIT
Y
It’s more than our name. It embodies our singular purpose and mission … To help our clients create a more cohesive and compelling 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 points 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 valuable and informative resources that can help you improve your customer’s experience, go to: itsonmessage.com/resource.
FOLLOW US ON
ONMESSAGE
ONM
ESSA
GE /
BU
SINE
SS G
ROW
TH /
VIS
UAL
IDEN
TITY
/ Y
OUR
MES
SAGE
/ C
USTO
MER
CON
VERS
ATIO
NS /
LAS
TING
CHA
NGE
/ F
ULL
STOR
Y /
MES
SAGI
NG C
ONTI
NUIT
Y
STATS AND SOURCES
#1 trait of companies that succeed in delivering a superior customer experience is the ability to develop and deliver a clear, consistent message. - a McKinsey study
73% of CMOs indicate that their teams are not on message. - CMO Council Survey
70% of brand perception is driven by employees. - Enterprise IG
53% of sales executives say that consistent messaging in the sales process is a significant challenge. - CEB
56% of corporate marketers do not have a documented content strategy. - CMI