Perspectives

It may sound impossible, but leading CMOs are making it happen. They are creating a world where a clear, compelling, consistent message is developed and delivered throughout the customer experience. What does a day in the life of these leading CMOs look like? How are they positively impacting the financial performance of their business and […]

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 […]

“If you think your company’s strategy conversations should only take place at the most senior level, you could unknowingly be crippling your company’s bottom line. Research shows that companies whose employees have a clear understanding of where the organization is headed and how their daily activities contribute to the success of the organization consistently outperform […]

Is your company’s strategy and story anchored in purpose? Having a Vision, Mission and Values System that drives your company’s words and actions is critical to success. But what is your company’s overall purpose? It’s higher calling? Having a crystal clear purpose is essential for capturing the hearts and minds of employees and customers. In […]

Insight Agents, a strategy consultancy, described the critical nature of consistent messaging when they noted, “… clear and consistent messaging across all channels is vital in providing an authentic, believable and coherent customer experience.” What this means is … for your message to be a difference maker, your story must be delivered consistently throughout the […]

I have written a lot about the importance of developing a fully aligned corporate story and strategy. The truth is, however, this is only part of the challenge CMOs face when it comes to delivering a clear, compelling and consistent message in the marketplace. What comes next is where most CMOs and executive teams fall […]

Securing executive alignment and clearly defined priorities in support of the customer experience is crucial. Yet, so few companies have a game plan for making this happen. In most cases customer experience, as a priority within the business, originates and stagnates within customer service or call center departments. The initiative fails to gain traction in […]

There are 10 commitments CMOs need to secure from the CEO and C-Suite if they are to achieve lasting customer experience success. 1. Commitment to Customer Centricity First and foremost, the CEO must make customer centricity a cornerstone of the company’s business strategy. The CEO must commit to driving customer knowledge deep into the fabric […]

Culture used to be a soft concept. It used to be something the executive team would only pay attention to when the business environment grew toxic. In today’s world, this is changing — and in a big way. Forward-thinking executives now view culture as the surest way to establish a competitive advantage because of its […]

Studies show that most companies separate culture initiatives from their business strategy and story. They separate it from the employee and customer experience. The fact is, culture is the byproduct of your story and strategy in action. The words and actions of every employee embody your company’s story and strategy. So the real question is, […]