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 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
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:
> Public Relations / Investor Relations
> Customer Service/Support
> Human Resources
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
> 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
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
Increasing customer retention rates by
5% increases profits by 25% to 95%
(Bain & Company)
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.
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.
THE CUSTOMER EXPERIENCE: COMMUNICATIONS CHECKLIST 5
___ Blog Posts
___ 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
___ 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
___ Print Advertising
___ Product Spec Sheets
___ Radio Advertising
___ Self-Running Demos
___ Social: Facebook
___ Social: LinkedIn
___ Social: Twitter
___ Sponsorship Advertising
___ 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:
THE CUSTOMER EXPERIENCE: COMMUNICATIONS CHECKLIST 7
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.