Want Long-Term Customer Loyalty? Start with Your Employees.
Meaningful and sustained investment in workforce-led value creation means more output, more opportunities to reduce costs and higher customer satisfaction. Employees are a company’s biggest value-creator — satisfied, engaged and activated employees, that is. They have a direct effect on your bottom line because they are the link to long-term customer loyalty. There’s a significant […]
CEOs and CMOs Must Join Forces to Break Down These Barriers.
To extract business value from all three phases of the customer experience (self-services, sales, post-purchase), CMOs must address the enterprise-wide messaging development and delivery problem that exists across the business. What problem? Well, have you ever looked at how your corporate story plays out in the customer experience? The fact is, most companies discover that […]
Ensure Employee Conversations with Customers Align with Your Brand Promise.
“Any company trying to compete should figure out a way to engage the mind of every employee.” Jack Welch, former CEO of GE Why is employee engagement so important? Because, research shows that 70 percent of customers’ brand perception is determined by conversations with employees. Simply put, your brand is only as strong as your […]
Are Your Prospects Responding With … “Tell me more?”
In the Marketing Sherpa B2B Marketing Benchmark Report, CMOs rated multichannel messaging as the most effective tactic for increasing engagement. The authors of the study go on to say … “When your targets receive the same message from you via multiple channels, you create a consistent and engaging experience.” What does an engaged audience mean […]
10 Ways to Improve Business Performance with a Better Story.
Maybe you are one of those business leaders who thinks corporate messaging is soft, not really that important and doesn’t have a direct impact on business performance. If that is you, or there are others in your organization with this mindset, here are 10 ways that your corporate story can impact your bottom line. Train […]
Want to Increase Employee Engagement? Create a Shared Story.
Employee engagement and employee experience are all the rage. New tools, techniques and technologies are coming out of the woodwork to help executive teams recruit, retain and maintain a highly engaged workforce. Yet, there is one thing every company should already have in place to improve employee engagement. What is it? It’s your story. Yes, […]
How Culture Impacts the Customer Experience and Financial Performance.
Everybody loves a good deal. Getting a quality product or service for a great price is the type of thing customers brag about on social media, and it is also the core principle behind the billion-dollar discount retail industry. But do you know what customers enjoy just as much, if not more? The (hopefully) delightful […]
Overcoming the Barriers to Building a Customer-Centric Culture.
As you set out to successfully create a customer-centric culture in your company, be prepared to see a sizeable return on your investment. At the same time, be ready for some twists and turns along the way, because there’s more to this kind of cultural shift than meets the eye. Here are three obstacles to […]
Customer Centricity Starts But Doesn’t End with Marketing.
While marketing teams are comprised of expert communicators and brand messaging pros who can get the word out, it takes all hands on deck to get an entire company to embrace a customer-centric culture. According to Bain & Company, the best businesses use an across-the-board approach to encourage employees in changing their behavior and then […]
Why Marketing Executives Must Become Outcome-Obsessed.
“Until Marketers start speaking the P&L language of their CEOs and until they start tracking business outcomes … they will continue to lack credibility in the eyes of their CEOs.”– The Fournaise Group This quote is based on findings from a survey of 600 CEOs at large and SMB companies. And, I believe it speaks […]
