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August 18, 2016
The customer experience has become the competitive battleground for
business. By delivering a consistent, memorable experience, companies can
create a competitive advantage that increases customer engagement,
conversion, loyalty and advocacy.
Over the next three-to-five years, 75 percent of marketers say they will be
responsible for the end-to-end customer experience.
This series will provide CMOs and business executives with a deeper
understanding of the strategies and tactics required to deliver a superior 

end-to-end customer experience.
/ About the Series
James F. O’Gara, CEO and Founder, OnMessage
/ About me
1,000s 

of Hours Working

with CMOs / CEOs

HUNDREDS 

of Emerging
Companies
DOZENS 

of Fortune 500
Companies
25+ Yrs 

Experience
Leading 

Brands

Expertise and Experience

/ Customer research

and analysis
/ Corporate messaging

strategy and execution
/ Customer-centric

culture development
/ Go-to-market

strategic planning
About the sponsor.
OnMessage specializes in helping executives align and
activate their entire organization around a corporate strategy
and story that dramatically improves the customer experience.
Leveraging our disciplined methodology — executive teams
are able to crystallize their go-to-market strategy, formulate a
strategically aligned corporate messaging platform and ensure
every stakeholder understands how to activate the strategy
and story throughout the customer journey.
www.itsonmessage.com
/ Upcoming sessions: September - October
/ Upcoming sessions: November - December
Download the complete curriculum guide and
register for the entire series:
www.cmoeducationseries.com
Quick Recap
July Education Session
Driving Organizational
Change in Support of the
Customer Experience.
JULY SESSION RECAP
Culture is …
The manifestation of your company’s
story and strategy … in action.
Your story.
Clearly defines the
company’s purpose,
positioning, value
proposition and
promise to customers.
Your strategy.
Defines vision, mission,
values as well as the
associated actions,
investments and
initiatives required to
make that story a reality.
Winning cultures are built on clarity.
Clarity in the
company’s story
Clarity in the
company’s strategy
Mindset Behavior
Culture
It requires a
fully aligned,
documented
story and 

strategy.
Strategy Story
Behaviors & Actions Mindset & Words
Vision:
Mission:
Values:
Customer needs and desires:
Promise to customers:
Go-to-market strategy:
Enterprise strategic pillars:
Divisional strategies:
Who we are:
What we do:
Our company’s purpose:
Positioning statement:
Value we deliver:
Key points of difference:
Our story:
Strategy
Go-to-Market Planning & Strategic Initiatives
Leadership Communication & Actions
External Messaging / Marketing / Branding
Public Relations
Investor Relations
Employee Recruiting & Onboarding
Internal Communications
Employee Performance Reviews
Compensation / Incentive Programs
Internal Events, Awards & Recognition Programs
Story
A Holistic
Infusion
Process.
A formal, sustained
initiative that ensures
every functional leader is
tasked with infusing the
story and strategy across
employee and customer
channels in their
respective areas of the
business.
Fully Aligned, Documented Story & Strategy
Leadership Decisions, Words & Actions
Strategic Initiatives & Investments
C-Suite Decisions, Words & Actions
Internal Communication Programs
External Communication Programs
Incentives, Rewards & Recognition
Performance Reviews, Mentoring & Coaching
The CEO must hold leaders
across the enterprise
accountable for
implementing the infusion
process within their
respective area of the
business. This is crucial.
Internal and external
messages must align. If they
don’t, it will negatively impact
adoption and the culture you
are trying to build.
End-to-End,Top-to-BottomConnectivity
Top-to-bottom, 

connectivity and 

consistency.
If you’re like 95% of executives that believe change is
needed in their company’s culture, it’s time to address
the root cause:
Lack of alignment and clarity in your story and strategy.
Because remember, your corporate culture is the
byproduct of your story and strategy — in action.
Today’s Topic:


Extracting Business Value
From All Three Phases of
the Customer Experience
“Customer experience is not restricted just
to the attract-engage-convert-close funnel. 
Rather it is about the lifetime experience
the buyer expects to have with a vendor.” 



~ Forbes Magazine
Every aspect of
the business that
touches the
customer …
matters.
It’s not just about
successful lead
generation.
It’s not just about great
sales conversion rates.
It’s not just about better
than average Net
Promoter scores.
Only when all three phases of the customer
experience are performing at a high-level
can a company reach its full potential.
Increasing in importance every day.


Prospects and customers are engaging with your
corporate story independently without any human
interaction from your organization.
They are learning more about your company, people,
products and services predominantly online,
consuming content and messages through a wide-
range of digital channels.
Critical to the buying and repeat-buying experience.
Self-Service
Sales
If they like your story, content and point of view
they will engage with a sales person.
Your goal in the sales phase is to ensure sales
professionals are well positioned to connect with,
extend and add to the story consumed during the
self-service phase.
Companies that connect the self-service and
sales phase of the customer experience with a
clear, consistent corporate message spark
meaningful and trusted connections and
conversations with customers.
Post-Purchase
Many executives default ownership of this
phase to customer service or support. This is an
oversimplification.
Almost every aspect of the business plays a role
in the post-purchase experience.
CMOs and customer experience executives
must get more involved in shaping the post-
purchase experience.
It is the phase where the promises and
messages communicated during the self-service
and sales process must actually be fulfilled.
And there is one aspect of your business
that connects and directly impacts every
phase of the customer experience.
That’s your corporate story.
From a prospect’s first encounter with your website
to the conversations they have with your sales
team, the connections they have with your
customer support team and everywhere in between
… your story is omnipresent.
The question is, what is that story
and how consistent is it?
The story most prospects and customers
consume throughout their journey is
fragmented and inconsistent.
Confusion
This negatively impacts business performance.
How?
Uncertainty Doubt
Trust
The foundation of any
lasting, profitable
customer relationship
is … TRUST.
There is a direct correlation
between the consistency of
your story and the degree of
trust you earn throughout
the customer experience.
Lack of consistency …
reduces trust.
Lack of trust results in …
lower customer acquisition,
retention and advocacy
rates.
Metrics that directly impact
financial performance of
your business.
Trust is critically important. 

So much so that we should look
at the definition …
Definition: a firm belief in the reliability,
truth, ability, or strength of someone or
something.
Consistency is critical when it comes to establishing
trust between a company and customers.
Who you are
What you do
Value you deliver
Trust
What you stand for
And yet, the corporate
story most prospects and
customers experience in
their journey is far form
consistent.
It all starts with having 

a compelling corporate
story that is told
consistently.
“The most successful brands are purpose-driven and don’t get bored
with their story, because it is authentic to them. They retell it over and
over again in new, surprising, creative ways. The story doesn’t change
because of a new CMO or a new agency. The pace might get more
dramatic, the plot might take a twist, but it is still the same story.”



~ Susan Credle
“But we have created a media environment that is obsessed with
disposable content. Bits and pieces of work that rarely add up to a
big story. If someone came up with the Macy’s Day Parade in 2016,
odds are it would last two or three years before someone else decided
it was time to do something new. Where is our ambition, our
commitment to tell these epic, equity-building brand stories?”



~ Susan Credle
You need a “platform” that will
drive clear, consistent
communication.
Messaging Platform: a single source of
the truth. The entire corporate story in
one comprehensive tool.
A shared story
that captures
the essence of
the company’s:
> Purpose
> Vision
> Mission
> Values
> Positioning statement
> Who we are
> What we do
> The value we deliver
> Promise to customers
> What makes us different
A story packaged in easy to deploy, consistent components.
A “story” rooted in …
The company’s go-to-market strategy
Competitive intelligence
Insights from voices that matter
(prospects, customers, employees and partners)
Even with a shared Messaging Platform in
hand, you still must contend with barriers
that exist across the enterprise.
barriers that
prevent companies
from delivering a
clear, compelling
and consistent
story throughout
the customer
experience.
3 Distributed ownership
1
2
3
Functional silos
Multichannel integration
The number of individuals, teams, partners that are 

responsible for developing and / or delivering the corporate story
throughout the customer experience has dramatically increased.
The independent functions / roles within departments, 

business units, divisions and partner ecosystem that
communicate with customers has grown significantly.
The shear number of channels and communication 

vehicles used to communicate and interact with 

customers has exploded.
should be a strategic priority
for every CEO, CMO and
customer experience
professional.
Tearing down these barriers …
Distributed ownership
1
2
3
Functional silos
Multichannel integration
Close your eyes.
Picture all the ways your company
communicates and interacts with
customers.
Close your eyes.
Think about your organization.
Different owners, different functions.

Think about the channels, vehicles.
Think about the partners involved.
Close your eyes.
Now isolate each phase of the customer
experience.
Communication

Channels



Never before has there been
more channels through which
companies communicate with
customers. From websites, to
social channels, customer
portals, online chat, email …
the list goes on and on.
Partner

Ecosystem



Technology has dramatically
impacted the number of sales
and marketing partners
companies manage. Years ago,
one “agency” handled how,
when and where the story was
told. Today, dozens deliver
messages in the CX.
Organizational

Structure



There are more individuals with
customer-facing communication
responsibilities than ever before.
Think about all the “customer-
facing” areas of your business
and the interactions they have
with customers.
These barriers have taken root in

three key areas …
Distributed ownership / Functional silos / Multichannel integration
Messaging

Development
& Delivery
Partner Ecosystem
Organizational Structure
They negatively impact
a company’s ability to
develop and deliver a
consistent and
connected story.
Communication Channels
Distributed ownership 

Functional silos 

Multi-channel integration
Messaging Development & Delivery
They exist within all three phases
of the customer experience.
SELF-SERVICE
Organizational
Structure
Communication
Channels
Partner
Ecosystem
Distributed ownership / Functional silos / Multichannel integration
SALES
Organizational
Structure
Communication
Channels
Partner
Ecosystem
Distributed ownership / Functional silos / Multichannel integration
POST-PURCHASE
Organizational
Structure
Communication
Channels
Partner
Ecosystem
Distributed ownership / Functional silos / Multichannel integration
This results in a highly fragmented and inconsistent story being told across a
wide-range of communication vehicles throughout the customer experience.
Self-Service
Phase
Sales
Phase
Post-Purchase
Phase
Press releases
Content marketing
Website content
Social media
Event marketing
Media coverage
Sales tools
Phone conversations
Online demonstrations
Sales meetings
Proposals / contracts
Email communication
Service calls
Account reviews
Online support
Product reviews
Customer events
Newsletters
Distributed ownership / Functional silos / Multichannel integration
It’s overwhelming.
Where do I even…
START?
Audit each phase of the
customer experience.
Activate platform and
processes.
Two specific steps you must take …
1
2
For Each Phase of Customer Experience
Distributed	Ownership 			Func2onal	Silos 				Communica2on	Channels Partner-Ecosystem
Which
departments /
areas of the
business have
messaging
development and
delivery
responsibilities?
What roles /
functions in each
of these areas play
a role in
developing and
delivering our
story?
What communication
channels and
vehicles do they
utilize in this phase of
the customer
experience?
What partners do
they manage that
develop and / or
deliver messages
in the customer
experience?
Auditing

Process
1
Leverage the “Audit Worksheet” provided to get started.
Self-Service Phase - Sample Audit
Distributed	Ownership Func2onal	Silos Communica2on	Channels Partner-Ecosystem
Corporate	Communica2ons Internal	Communica/ons Intranet,	eMail,	Newsle5ers,	etc. J.	Walter	Thompson
External	Communica/ons Adver/sing,	Website,	Social	Media,	etc. Richards	Group,	DoubleClick,	Imaginuity
Public	Rela2ons Media	Rela/ons Print,	Online	Publica/ons Edelman
Analyst	Rela/ons Analysts	Reports	and	Coverage Forrester,	Gartner
Writers Press	Releases,	Ar/cles,	etc. NA
PR	Coordinator eMail	Communica/on NA
Product	Marke2ng Product	A	Manager Product	A	messaging,	technical	documenta/on,	webinars OnMessage
Product	B	Manager Product	B	messaging,	white	papers,	presenta/ons OnMessage
Human	Resources Recrui/ng Adver/sing,	Tradeshows,	Website,	eMail,	Brochures Indeed,	LinkedIn,	AonHewi5
Employee	Engagement Intranet,	eMail,	Signage,	Presenta/ons,	etc. Mercer
Payroll/Benefits Intranet,	Benefits	Package,	Presenta/ons,	etc. NA
Talent	Management LMS	Content,	Training	Presenta/ons,	etc. Oliver	Wyman
Content	Marke2ng VP,	Content Wesbite	Resource	Center,	Blog,	Social	Channels,	eMail Curata
Digital	Team Website,	Landing	Pages,	Video,	Podcasts,	Webinars Imaginuity
Writers White	Papers,	Case	Studies,	Blog	Posts NA
Social	Media	Team LinkedIn,	Twi5er,	Facebook,	Instagram,	YouTube,	Pinterest Ignite
Areas of the
organization that are
involved in the self-
service phase.
Functional roles that
develop and / or
deliver messages in
this phase.
Communication
channels / vehicles
utilized to tell the
story.
Partners responsible
for channels /
communication
vehicles in this
phase.
Do owners, functional roles and
partners have access to the
Corporate Messaging Platform?
Have they all been trained and
educated on our corporate story?
Do they have “messaging infusion”
guidelines for their communication
channels / vehicles?
What multichannel integration
processes are in place to ensure
consistency within and between
each phase of the customer
experience?
Activation

Process
		Mul2channel	Messaging	Integra2on
2 Self-Service Phase - Sample Audit
Remember. 



The goal is to drive deep understanding and buy-in
of the story and ensure processes are in place to
activate consistent messages across critical
channels and touchpoints throughout all three
phases of the customer experience.
Platform: a comprehensive Corporate
Messaging Platform that drives consistent
storytelling.
Process: a connected enterprise-wide
messaging development and delivery strategy.
Value creation is achieved through a connected 

platform and process.
Questions.
Thank you for coming.
Please complete your “Feedback Form” before you leave.
“10 Commitments Every CEO
Must Make to Realize Customer
Experience Success.”
Make sure you pick up these valuable resources and educational materials:
“Why Messaging Connectivity
and Continuity is Critical to
Success.”
“The Secret to Creating a 

Culture That Increases Employee
Engagement and Improves the
Customer Experience.”
About the sponsor.
OnMessage specializes in helping executives align and
activate their entire organization around a corporate strategy
and story that dramatically improves the customer experience.
Leveraging our disciplined methodology — executive teams
are able to crystallize their go-to-market strategy, formulate a
strategically aligned corporate messaging platform and ensure
every stakeholder understands how to activate the strategy
and story throughout the customer journey.
www.itsonmessage.com

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Extracting Business Value From All Three Phases of the Customer Experience

  • 2. The customer experience has become the competitive battleground for business. By delivering a consistent, memorable experience, companies can create a competitive advantage that increases customer engagement, conversion, loyalty and advocacy. Over the next three-to-five years, 75 percent of marketers say they will be responsible for the end-to-end customer experience. This series will provide CMOs and business executives with a deeper understanding of the strategies and tactics required to deliver a superior 
 end-to-end customer experience. / About the Series
  • 3. James F. O’Gara, CEO and Founder, OnMessage / About me 1,000s 
 of Hours Working
 with CMOs / CEOs
 HUNDREDS 
 of Emerging Companies DOZENS 
 of Fortune 500 Companies 25+ Yrs 
 Experience Leading 
 Brands
 Expertise and Experience
 / Customer research
 and analysis / Corporate messaging
 strategy and execution / Customer-centric
 culture development / Go-to-market
 strategic planning
  • 4. About the sponsor. OnMessage specializes in helping executives align and activate their entire organization around a corporate strategy and story that dramatically improves the customer experience. Leveraging our disciplined methodology — executive teams are able to crystallize their go-to-market strategy, formulate a strategically aligned corporate messaging platform and ensure every stakeholder understands how to activate the strategy and story throughout the customer journey. www.itsonmessage.com
  • 5. / Upcoming sessions: September - October
  • 6. / Upcoming sessions: November - December Download the complete curriculum guide and register for the entire series: www.cmoeducationseries.com
  • 8. Driving Organizational Change in Support of the Customer Experience. JULY SESSION RECAP
  • 9. Culture is … The manifestation of your company’s story and strategy … in action.
  • 10. Your story. Clearly defines the company’s purpose, positioning, value proposition and promise to customers. Your strategy. Defines vision, mission, values as well as the associated actions, investments and initiatives required to make that story a reality.
  • 11. Winning cultures are built on clarity. Clarity in the company’s story Clarity in the company’s strategy Mindset Behavior Culture
  • 12. It requires a fully aligned, documented story and 
 strategy. Strategy Story Behaviors & Actions Mindset & Words Vision: Mission: Values: Customer needs and desires: Promise to customers: Go-to-market strategy: Enterprise strategic pillars: Divisional strategies: Who we are: What we do: Our company’s purpose: Positioning statement: Value we deliver: Key points of difference: Our story:
  • 13. Strategy Go-to-Market Planning & Strategic Initiatives Leadership Communication & Actions External Messaging / Marketing / Branding Public Relations Investor Relations Employee Recruiting & Onboarding Internal Communications Employee Performance Reviews Compensation / Incentive Programs Internal Events, Awards & Recognition Programs Story A Holistic Infusion Process. A formal, sustained initiative that ensures every functional leader is tasked with infusing the story and strategy across employee and customer channels in their respective areas of the business.
  • 14. Fully Aligned, Documented Story & Strategy Leadership Decisions, Words & Actions Strategic Initiatives & Investments C-Suite Decisions, Words & Actions Internal Communication Programs External Communication Programs Incentives, Rewards & Recognition Performance Reviews, Mentoring & Coaching The CEO must hold leaders across the enterprise accountable for implementing the infusion process within their respective area of the business. This is crucial. Internal and external messages must align. If they don’t, it will negatively impact adoption and the culture you are trying to build. End-to-End,Top-to-BottomConnectivity Top-to-bottom, 
 connectivity and 
 consistency.
  • 15. If you’re like 95% of executives that believe change is needed in their company’s culture, it’s time to address the root cause: Lack of alignment and clarity in your story and strategy. Because remember, your corporate culture is the byproduct of your story and strategy — in action.
  • 16. Today’s Topic: 
 Extracting Business Value From All Three Phases of the Customer Experience
  • 17. “Customer experience is not restricted just to the attract-engage-convert-close funnel.  Rather it is about the lifetime experience the buyer expects to have with a vendor.” 
 
 ~ Forbes Magazine
  • 18. Every aspect of the business that touches the customer … matters. It’s not just about successful lead generation. It’s not just about great sales conversion rates. It’s not just about better than average Net Promoter scores.
  • 19. Only when all three phases of the customer experience are performing at a high-level can a company reach its full potential.
  • 20.
  • 21. Increasing in importance every day. 
 Prospects and customers are engaging with your corporate story independently without any human interaction from your organization. They are learning more about your company, people, products and services predominantly online, consuming content and messages through a wide- range of digital channels. Critical to the buying and repeat-buying experience. Self-Service
  • 22. Sales If they like your story, content and point of view they will engage with a sales person. Your goal in the sales phase is to ensure sales professionals are well positioned to connect with, extend and add to the story consumed during the self-service phase. Companies that connect the self-service and sales phase of the customer experience with a clear, consistent corporate message spark meaningful and trusted connections and conversations with customers.
  • 23. Post-Purchase Many executives default ownership of this phase to customer service or support. This is an oversimplification. Almost every aspect of the business plays a role in the post-purchase experience. CMOs and customer experience executives must get more involved in shaping the post- purchase experience. It is the phase where the promises and messages communicated during the self-service and sales process must actually be fulfilled.
  • 24. And there is one aspect of your business that connects and directly impacts every phase of the customer experience. That’s your corporate story.
  • 25. From a prospect’s first encounter with your website to the conversations they have with your sales team, the connections they have with your customer support team and everywhere in between … your story is omnipresent.
  • 26. The question is, what is that story and how consistent is it?
  • 27. The story most prospects and customers consume throughout their journey is fragmented and inconsistent. Confusion This negatively impacts business performance. How? Uncertainty Doubt Trust
  • 28. The foundation of any lasting, profitable customer relationship is … TRUST.
  • 29. There is a direct correlation between the consistency of your story and the degree of trust you earn throughout the customer experience. Lack of consistency … reduces trust. Lack of trust results in … lower customer acquisition, retention and advocacy rates. Metrics that directly impact financial performance of your business.
  • 30. Trust is critically important. 
 So much so that we should look at the definition … Definition: a firm belief in the reliability, truth, ability, or strength of someone or something.
  • 31. Consistency is critical when it comes to establishing trust between a company and customers. Who you are What you do Value you deliver Trust What you stand for And yet, the corporate story most prospects and customers experience in their journey is far form consistent.
  • 32. It all starts with having 
 a compelling corporate story that is told consistently.
  • 33. “The most successful brands are purpose-driven and don’t get bored with their story, because it is authentic to them. They retell it over and over again in new, surprising, creative ways. The story doesn’t change because of a new CMO or a new agency. The pace might get more dramatic, the plot might take a twist, but it is still the same story.”
 
 ~ Susan Credle
  • 34. “But we have created a media environment that is obsessed with disposable content. Bits and pieces of work that rarely add up to a big story. If someone came up with the Macy’s Day Parade in 2016, odds are it would last two or three years before someone else decided it was time to do something new. Where is our ambition, our commitment to tell these epic, equity-building brand stories?”
 
 ~ Susan Credle
  • 35. You need a “platform” that will drive clear, consistent communication. Messaging Platform: a single source of the truth. The entire corporate story in one comprehensive tool.
  • 36. A shared story that captures the essence of the company’s: > Purpose > Vision > Mission > Values > Positioning statement > Who we are > What we do > The value we deliver > Promise to customers > What makes us different A story packaged in easy to deploy, consistent components.
  • 37. A “story” rooted in … The company’s go-to-market strategy Competitive intelligence Insights from voices that matter (prospects, customers, employees and partners)
  • 38. Even with a shared Messaging Platform in hand, you still must contend with barriers that exist across the enterprise.
  • 39. barriers that prevent companies from delivering a clear, compelling and consistent story throughout the customer experience. 3 Distributed ownership 1 2 3 Functional silos Multichannel integration The number of individuals, teams, partners that are 
 responsible for developing and / or delivering the corporate story throughout the customer experience has dramatically increased. The independent functions / roles within departments, 
 business units, divisions and partner ecosystem that communicate with customers has grown significantly. The shear number of channels and communication 
 vehicles used to communicate and interact with 
 customers has exploded.
  • 40. should be a strategic priority for every CEO, CMO and customer experience professional. Tearing down these barriers … Distributed ownership 1 2 3 Functional silos Multichannel integration
  • 41. Close your eyes. Picture all the ways your company communicates and interacts with customers.
  • 42. Close your eyes. Think about your organization. Different owners, different functions.
 Think about the channels, vehicles. Think about the partners involved.
  • 43. Close your eyes. Now isolate each phase of the customer experience.
  • 44. Communication
 Channels
 
 Never before has there been more channels through which companies communicate with customers. From websites, to social channels, customer portals, online chat, email … the list goes on and on. Partner
 Ecosystem
 
 Technology has dramatically impacted the number of sales and marketing partners companies manage. Years ago, one “agency” handled how, when and where the story was told. Today, dozens deliver messages in the CX. Organizational
 Structure
 
 There are more individuals with customer-facing communication responsibilities than ever before. Think about all the “customer- facing” areas of your business and the interactions they have with customers. These barriers have taken root in
 three key areas … Distributed ownership / Functional silos / Multichannel integration
  • 45. Messaging
 Development & Delivery Partner Ecosystem Organizational Structure They negatively impact a company’s ability to develop and deliver a consistent and connected story. Communication Channels Distributed ownership 
 Functional silos 
 Multi-channel integration
  • 46. Messaging Development & Delivery They exist within all three phases of the customer experience. SELF-SERVICE Organizational Structure Communication Channels Partner Ecosystem Distributed ownership / Functional silos / Multichannel integration SALES Organizational Structure Communication Channels Partner Ecosystem Distributed ownership / Functional silos / Multichannel integration POST-PURCHASE Organizational Structure Communication Channels Partner Ecosystem Distributed ownership / Functional silos / Multichannel integration
  • 47. This results in a highly fragmented and inconsistent story being told across a wide-range of communication vehicles throughout the customer experience. Self-Service Phase Sales Phase Post-Purchase Phase Press releases Content marketing Website content Social media Event marketing Media coverage Sales tools Phone conversations Online demonstrations Sales meetings Proposals / contracts Email communication Service calls Account reviews Online support Product reviews Customer events Newsletters Distributed ownership / Functional silos / Multichannel integration
  • 48. It’s overwhelming. Where do I even… START?
  • 49. Audit each phase of the customer experience. Activate platform and processes. Two specific steps you must take … 1 2
  • 50. For Each Phase of Customer Experience Distributed Ownership Func2onal Silos Communica2on Channels Partner-Ecosystem Which departments / areas of the business have messaging development and delivery responsibilities? What roles / functions in each of these areas play a role in developing and delivering our story? What communication channels and vehicles do they utilize in this phase of the customer experience? What partners do they manage that develop and / or deliver messages in the customer experience? Auditing
 Process 1 Leverage the “Audit Worksheet” provided to get started.
  • 51. Self-Service Phase - Sample Audit Distributed Ownership Func2onal Silos Communica2on Channels Partner-Ecosystem Corporate Communica2ons Internal Communica/ons Intranet, eMail, Newsle5ers, etc. J. Walter Thompson External Communica/ons Adver/sing, Website, Social Media, etc. Richards Group, DoubleClick, Imaginuity Public Rela2ons Media Rela/ons Print, Online Publica/ons Edelman Analyst Rela/ons Analysts Reports and Coverage Forrester, Gartner Writers Press Releases, Ar/cles, etc. NA PR Coordinator eMail Communica/on NA Product Marke2ng Product A Manager Product A messaging, technical documenta/on, webinars OnMessage Product B Manager Product B messaging, white papers, presenta/ons OnMessage Human Resources Recrui/ng Adver/sing, Tradeshows, Website, eMail, Brochures Indeed, LinkedIn, AonHewi5 Employee Engagement Intranet, eMail, Signage, Presenta/ons, etc. Mercer Payroll/Benefits Intranet, Benefits Package, Presenta/ons, etc. NA Talent Management LMS Content, Training Presenta/ons, etc. Oliver Wyman Content Marke2ng VP, Content Wesbite Resource Center, Blog, Social Channels, eMail Curata Digital Team Website, Landing Pages, Video, Podcasts, Webinars Imaginuity Writers White Papers, Case Studies, Blog Posts NA Social Media Team LinkedIn, Twi5er, Facebook, Instagram, YouTube, Pinterest Ignite Areas of the organization that are involved in the self- service phase. Functional roles that develop and / or deliver messages in this phase. Communication channels / vehicles utilized to tell the story. Partners responsible for channels / communication vehicles in this phase.
  • 52. Do owners, functional roles and partners have access to the Corporate Messaging Platform? Have they all been trained and educated on our corporate story? Do they have “messaging infusion” guidelines for their communication channels / vehicles? What multichannel integration processes are in place to ensure consistency within and between each phase of the customer experience? Activation
 Process Mul2channel Messaging Integra2on 2 Self-Service Phase - Sample Audit
  • 53. Remember. 
 
 The goal is to drive deep understanding and buy-in of the story and ensure processes are in place to activate consistent messages across critical channels and touchpoints throughout all three phases of the customer experience.
  • 54. Platform: a comprehensive Corporate Messaging Platform that drives consistent storytelling. Process: a connected enterprise-wide messaging development and delivery strategy. Value creation is achieved through a connected 
 platform and process.
  • 56. Thank you for coming. Please complete your “Feedback Form” before you leave. “10 Commitments Every CEO Must Make to Realize Customer Experience Success.” Make sure you pick up these valuable resources and educational materials: “Why Messaging Connectivity and Continuity is Critical to Success.” “The Secret to Creating a 
 Culture That Increases Employee Engagement and Improves the Customer Experience.”
  • 57. About the sponsor. OnMessage specializes in helping executives align and activate their entire organization around a corporate strategy and story that dramatically improves the customer experience. Leveraging our disciplined methodology — executive teams are able to crystallize their go-to-market strategy, formulate a strategically aligned corporate messaging platform and ensure every stakeholder understands how to activate the strategy and story throughout the customer journey. www.itsonmessage.com