Studies have shown a direct link between customer satisfaction and customer messaging. The more relevant and targeted the message the more likely the customer with be satisfied with the business relationship. We’ve all seen attempts at this from companies we do personally business with as consumers. More than ever, getting this right should become a priority for B2B marketers as well.
Customers today have much higher expectations and are looking more closely at the companies they choose to do business with. If CSR (Corporate Social Responsibility) is a priority for them they will want to know about your charitable efforts. If sustainability is a corporate priority for them they will know what your business is doing to reduce their carbon footprint and benefit the environment. If quality ratings are important to them they will want to know about your quality assurance and standards. The list goes on and on and it will be different for most companies.
Companies often make the mistake of having a one-size-fits-all messaging platform centered exclusively around their products and services. What’s really needed today is an extended messaging platform that covers the many topics and issues your various customers are interested in. This starts with understanding the issues important to them and then, if not already in place, developing externally approved messages that convey your stance on that issue.
These extended messaging platforms can seed all sorts of efforts including public relations, investor relations and CRM communications. However, we’ve found that the most effective and efficient way to get the message out is through the sales force or channel partners. Equipping them with this extended messaging platform and a toolkit of discussion points they can use allows them to pick and choose the issues most important to their customers. And it gives them something relevant and meaningful to say when they’re asked “So, what’s new?”
There’s probably a lot about your business that your customers would like to know. Talk it up.
