Amazing Business Radio: Bill Cates

The Radical Relevance of Customer Experience
Crafting Your Message to Deliver a Consistent Internal and External Experience
Shep Hyken interviews Bill Cates. They discuss his new book, Radical Relevance: Sharpen Your Marketing Message – Cut Through the Noise – Win More Ideal Clients, and how companies can create the message that best defines their customer experience.
Top Takeaways:
An organization’s message is related to their brand promise and customer experience. The experience needs to deliver on the customer’s expectation, which is created by the brand promise.
Everyone in the organization needs to be in alignment with the message and be able to describe the value. This applies regardless of whether someone is in a customer-facing role or not.
The same consistent message and experience must be delivered to internal customers (employees) as well. This will ultimately help create a better experience for internal and external customers.
An organization’s message must be relevant to the customer