1.
August 18, 2016

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

7.
Quick Recap
July Education Session

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.
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

21.
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.

22.
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.

23.
And there is one aspect of your business
that connects and directly impacts every
phase of the customer experience.
That’s your corporate story.

24.
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.

25.
The question is, what is that story
and how consistent is it?

26.
The story most prospects and customers
consume throughout their journey is
fragmented and inconsistent.
Confusion
This negatively impacts business performance.
How?
Uncertainty Doubt
Trust

27.
The foundation of any
lasting, profitable
customer relationship
is … TRUST.

28.
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.

29.
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.

30.
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.

31.
It all starts with having
a compelling corporate
story that is told
consistently.

32.
“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

33.
“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

34.
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.

35.
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.

36.
A “story” rooted in …
The company’s go-to-market strategy
Competitive intelligence
Insights from voices that matter
(prospects, customers, employees and partners)

37.
Even with a shared Messaging Platform in
hand, you still must contend with barriers
that exist across the enterprise.

38.
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.

39.
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

40.
Close your eyes.
Picture all the ways your company
communicates and interacts with
customers.

41.
Close your eyes.
Think about your organization.
Different owners, different functions.
Think about the channels, vehicles.
Think about the partners involved.

42.
Close your eyes.
Now isolate each phase of the customer
experience.

43.
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

44.
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

45.
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

46.
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

47.
It’s overwhelming.
Where do I even…
START?

48.
Audit each phase of the
customer experience.
Activate platform and
processes.
Two specific steps you must take …
1
2

49.
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.

50.
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.

51.
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

52.
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.

53.
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.

54.
Questions.

55.
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.”

56.
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