This document discusses how painting a picture of the customer experience can help organizations deliver on their brand promises in 3 ways: 1) It enables employees to visualize how the whole organization serves customers and better execute strategies; 2) It gains cross-functional consensus on customer journeys; 3) It reframed business challenges for fresh innovation by actively finding ways to improve customer experiences. The first step is to paint a picture of what customers currently experience.

1. { HOW TO AUTHENTICALLY DELIVER ON YOUR BRAND PROMISES}
© 2013 The McGlown Group, All Rights Reserved
If “a picture is worth a thousand words,” then why do many organizations use
paragraphs of text to explain their business. Figuratively speaking, painting the
picture forms the foundation to:
Enable employees to visualize how the whole
organization serves customers.
We can best execute a strategy when the end goal is clear. For example, think about
piecing together a puzzle. It is much easier to complete when the box cover is front
and center. By enabling employees to see the big picture, the team can better
understand how to collectively integrate the pieces around them.
Gain cross-functional consensus on the paths
customers take through the organization.
When employees visualize the big picture, we can explore how customers navigate
through it. All functions either interact with or support the customer’s experience,
and therefore, must commonly agree that the picture is accurate. By working around
one picture, each function is considering and acting on the same information.
Reframe business challenges for fresh innovation.
Customers expect brands to deliver an experience that meets their expectations. As
categories evolve, so do expectations. Painting the picture helps employees actively
find ways to make the customer experience more enjoyable. Furthermore, the picture
can influence acceptance of new perspectives on ways to better serve customers.
Step 1: Paint a picture of what
customers currently experience.
The McGlown Group is exploring
the topic of “How to authentically
deliver on your brand promises.”
This is a seven part series that will
end in a white paper discussing
the topic in greater detail. Be on
the lookout for the next point in
the process, “Level-set on how
the picture makes employees and
customers feel.” To be notified
of our latest thought leadership,
follow The McGlown Group at our
LinkedIn page.