THE CUSTOMER
EXPERIENCE:
COMMUNICATIONS
CHECKLIST
A powerful tool for assessing your story
from the inside out.
70% of brand perception is driven by conversations with your employees.
For your company’s message to become a difference ...
THE CUSTOMER EXPERIENCE: COMMUNICATIONS CHECKLIST 3
This document is meant to serve as a guide for you and your team to as...
THE CUSTOMER EXPERIENCE: COMMUNICATIONS CHECKLIST 4
WHAT IS A MESSAGING PLATFORM
A Messaging Platform drives clear, compel...
THE CUSTOMER EXPERIENCE: COMMUNICATIONS CHECKLIST 5
MARKETING
___ Blog Posts
___ Brochures
___ Case Studies
___ Catalog/Di...
THE CUSTOMER EXPERIENCE: COMMUNICATIONS CHECKLIST 6
CUSTOMER EXPERIENCE COMMUNICATION AUDIT — FROM THE INSIDE OUT (continu...
THE CUSTOMER EXPERIENCE: COMMUNICATIONS CHECKLIST 7
NEXT STEPS
This audit is just the first step in improving your custome...
© Copyright OnMessage, Inc. 2014 | All rights reserved.
About OnMessage
It’s more than our name.
It embodies our singular ...
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The Customer Experience Communications Checklist

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The Customer Experience Communications Checklist

  1. 1. THE CUSTOMER EXPERIENCE: COMMUNICATIONS CHECKLIST A powerful tool for assessing your story from the inside out.
  2. 2. 70% of brand perception is driven by conversations with your employees. For your company’s message to become a difference maker in the customer experience, it must be woven into the fabric of your organization. That means employees must not only understand your messaging, but also embrace it and bring it to life in their everyday work life. A recent McKinsey Study indicates the #1 trait of companies that succeed in delivering a superior customer experience is: the ability to develop and deliver a clear, consistent message. In today’s marketplace it is more critical than ever that your company has a process in place that ensures messaging continuity across all channels and touch points. This “Communications Audit” will help you identify the challenges and opportunities your organization faces with respect to delivering a clear, compelling and consistent message throughout the customer experience. You’ll be able to quickly inventory and audit the messaging used in daily conversations and communication vehicles across: > Marketing > Public Relations / Investor Relations > Sales > Customer Service/Support > Human Resources
  3. 3. THE CUSTOMER EXPERIENCE: COMMUNICATIONS CHECKLIST 3 This document is meant to serve as a guide for you and your team to assess and audit communication vehicles used throughout your customer experience. We’ve included several “customer-facing” functions found within most organizations along with a list of communication vehicles that should be inspected. While you are going through the list, place a checkmark next to each item that you know is actively used in customer/prospect communication. Then audit each communication vehicle by answering the following questions: > Are the messages used in this communication vehicle aligned with our current go-to-market strategy and product/service offerings? Does it reflect the current vision and state of the business? > What messages do we use to describe who we are? > What messages do we use to describe what we do? > What messages do we use to articulate the “value” our company delivers to the target audience? > Do we clearly articulate “what makes us better/different” than the competition? If so, what messages are used to do so? > Do we identify who we are “speaking to” (our target audience) and specifically how they can benefit from our company, product or service? > Is the tone/voice of the messaging within this piece consistent with our brand personality? > What messaging within this piece is consistent with the broader collection of communication vehicles I am auditing? > What messages within this piece are inconsistent/incongruent with the messaging used within the broader collection of communication vehicles? HOW TO CONDUCT YOUR COMMUNICATIONS AUDIT DID YOU KNOW? 70% of brand perception is driven by your employees. (Enterprise IG) 90% of business leaders say that improving customer experience is one of their top 3 priorities. (Forrester) Companies that score high in both customer and employee engagement grow at 3.4 times the rate of those that don’t. (Cicero) Increasing customer retention rates by 5% increases profits by 25% to 95% (Bain & Company)
  4. 4. THE CUSTOMER EXPERIENCE: COMMUNICATIONS CHECKLIST 4 WHAT IS A MESSAGING PLATFORM A Messaging Platform drives clear, compelling and consistent messaging inside and outside of your organization. It starts with a Messaging Foundation that clearly defines who you are, what you do, the value you deliver and key reasons to believe. The Platform builds on your foundational message to provide a broad range of actionable tools including long-form messaging (100, 250 and 500+ word versions of your story), elevator pitch, boilerplate copy, FAQs and answers, social media profile messaging and more. With a strategic Messaging Platform in place, organizations can deliver messaging continuity throughout the customer experience. Ultimately, achieving a higher return on every connection they make. If your company does not have a Messaging Platform in place, you can learn how to develop a clear, compelling and consistent story here. IMPORTANT This audit will be more effective if you have a Corporate Messaging Platform in place and use it as the foundation for measuring the clarity and consistency of your story across each communication vehicle.
  5. 5. THE CUSTOMER EXPERIENCE: COMMUNICATIONS CHECKLIST 5 MARKETING ___ Blog Posts ___ Brochures ___ Case Studies ___ Catalog/Directory Listings ___ Customer Forms ___ Customer Newsletters/Magazines ___ Digital Advertising (banners, mobile ads, etc.) ___ Direct Mail Pieces ___ Elevator Pitch ___ Email Campaigns ___ Email Signatures ___ End-User Manuals ___ Event Program Guides/Sponsorship Guides ___ Executive Briefs ___ FAQ Sheets ___ Flyers/Sell Sheets ___ Infographics ___ Interactive Signage ___ Intranet (internal) ___ Landing Pages ___ Mandatory Messages ___ Mobile Apps ___ Mobile Sites/Microsites ___ Newsletters (emails) ___ Newsletters (printed) ___ Online Advertising ___ Online Sponsorships ___ Out-of-Home Advertising ___ Podcasts/Webcasts/Webinars ___ Postcards ___ Posters ___ Presentations ___ Print Advertising ___ Product Spec Sheets ___ Questionnaires/Surveys/Polls ___ Radio Advertising ___ Self-Running Demos ___ Social: Facebook ___ Social: LinkedIn ___ Social: Twitter ___ Sponsorship Advertising ___ Television ___ Tradeshow Booth Signage ___ Video Testimonials ___ Website Content ___ White Papers CUSTOMER EXPERIENCE COMMUNICATION AUDIT — FROM THE INSIDE OUT Below is a list of commonly used communication vehicles that contain elements of your story. It is imperative that you audit and align the messaging used in these and other “customer-facing” communication vehicles to deliver a clear and consistent customer experience:
  6. 6. THE CUSTOMER EXPERIENCE: COMMUNICATIONS CHECKLIST 6 CUSTOMER EXPERIENCE COMMUNICATION AUDIT — FROM THE INSIDE OUT (continued) PUBLIC RELATIONS / INVESTOR RELATIONS ___ Annual Report ___ By-Line Articles ___ Corporate Overview Piece ___ Customer Success Stories ___ Executive Bios ___ Interview FAQs ___ Investor Presentations ___ Media Kit Materials (Digital/Printed) ___ Press Release Boiler Plates ___ Speaking Engagement Profiles/Listings ___ Storylines/Pitch Decks HUMAN RESOURCES ___ Employee Benefits Program Content ___ Employee Onboarding Materials ___ Employee Orientation Presentations (Listen In) ___ Employee Portal/Intranet ___ Employee Rewards/Recognition Materials ___ Employer Branding Materials ___ Job Posting Content ___ Learning/Organizational Development Materials ___ New Employee Handbook ___ New Employee Orientation Presentation ___ Recruiting Call Scripts ___ Recruiting Emails ___ Recruiting Event Signage/Booth ___ Recruiting Marketing Materials ___ Recruiting Phone Calls (Listen In) ___ Vision, Mission and Values SALES ___ Agreements/Contracts ___ Customer Presentations ___ Customer Reports/Business Reviews ___ Customer/Prospect Phone Calls (Listen In) ___ Estimates/Quotes ___ Online Presentations/Demos (Listen In) ___ Product Demo Scripts ___ Proposals ___ Prospect Emails ___ RFP Content ___ Sales Enablement Tools ___ Sales Meetings (Ride-Alongs) ___ Sales Training Materials ___ Sell Sheets CUSTOMER SERVICE / SUPPORT ___ Call Script Messaging ___ Customer Calls (Listen In) ___ Customer Satisfaction Emails ___ Customer Surveys ___ Post-Call Email Correspondence ___ Special Offers/Promotions ___ Upsell/Cross Sell Messages
  7. 7. THE CUSTOMER EXPERIENCE: COMMUNICATIONS CHECKLIST 7 NEXT STEPS This audit is just the first step in improving your customer experience through a clear, compelling and consistent message. If you do not have the time or resources to complete this audit, OnMessage experts can conduct a comprehensive audit as part of our Corporate Messaging Engagement. You can learn more about our Messaging Development process here.
  8. 8. © 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. Follow us on twitter.com/onmessage facebook.com/onmessage itsonmessage.com/blog linkedin.com/company/onmessage

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