When Steve Jobs kicked off the Customer Experience (CX) movement in 1997 (video here), he crystallized the idea of understanding customer NEEDS before doing anything else.
At the same time, another CX genius, Jeff Bezos, was three years into creating the most profitable company on the planet and precisely understood the working backwards imperative.
A young fresh-faced Jeff Bezos
There is this Need (even though customers don’t know it yet), and I can create the desire and meet that Need now. The rest is history. Watch the 2-minute video here.
Jeff Bezos
Do you want to embrace advanced Customer-Centric thinking and become Outside-In?
Corporate communication is a broad field that deals with the different public and internal facing aspects of a company. It involves various methods and approaches to share information about a company’s brand, products, services, employees, and so on with a broad internal and external audience.
Communication as a whole is complex as it involves many stakeholders and audiences. Moreover, effective communication requires strong connections between people at all levels of the organization.
To be able to communicate effectively within your organization and with the outside world, you need to understand what corporate communication is, its benefits, and how you can implement it in your organization.
That is why in this article we will discuss everything you need to know about corporate communication so you can get your message across!
What Is Corporate Communication?
When we talk about communication in business, we are primarily referring to two things – one is the process, and the other is the outcome of the process. The process consists of the steps involved in communication, for example – sending the message, the channel through which it is sent, the time frame, and so on.
The outcome of the process refers to the impact that the communication has had on the person who received it.
That is why communication is often described as a process through which we create an understanding between people who are not in the same place at the same time. In this sense, corporate communication is the process and activities through which organizations create a strong connection via employees with the outside world for the purpose of brand building, increasing reputation, and the acquisition and retention of customers.
Why is Effective Communication Important?
Communication is the process of exchanging information and ideas between two or more people. For this process to be effective, certain factors need to be in place. To start with, there should be an understanding between the sender and receiver of the message.
Communication is all about sharing information, and if the information is not understood, it won’t be useful to anyone. We have a saying that ‘a message without meaning is like a bird without wings’. It is because of this that communication is an important aspect of any business venture.
The right words, carefully selected and strategically placed with the correct tone, can be a very powerful tool. They can make for an excellent culture, your brand more recognizable, and encourage customers to buy your products and services.
Benefits of Effective corporate communication
Stronger relationships – The biggest benefit of effective communication is that it strengthens relationships. Whether you communicate with the members of your team, customers, or anyone in between, a strong connection will lead to better results.
Greater productivity – When people understand each other and have a clear idea of what their role is within the organization, productivity increases. This is especially true for organizations where employees have a say in shaping the communication process – for example, when they have the opportunity to voice feedback and suggestions, and when they have the power to participate in the decision-making process.
Better decision-making – When communication is effective, decision-making becomes much easier. This is because the information you share will be well-understood.
Better brand recognition – A strong connection with your audience will not only bring them closer to your brand, but it will also make them more loyal to it. Moreover, the brand of your business will become more recognizable as you take part in various communication activities.
Types of Corporate Communication
Internal communication – This is the communication that happens between employees. It can happen in a number of ways, including one-on-one meetings, group meetings, emails, and so on. Internal communication is important because it helps people work together more effectively and efficiently.
External communication – This is the communication that happens between your organization and the outside world. This could be in the form of marketing campaigns, public relations, social media posts, and more.
Customer communication – This is communication between your customers and your organization. It can happen in a number of ways, including through a company’s customer support or customer service department, through social media posts, and more.
Summing up
Communication is an essential part of any business venture, and it can make or break an organization. The success of your business relies not only on the quality of your products or services but also on how well you communicate that quality to your customers.
When you have strong relationships with your audience, when you can make better decisions, and when you can recognize your brand better – you have stronger communication.
To achieve this, it is important to implement effective goal-driven communication in your organization. This can be achieved by focusing on the type of communication you engage in and by making sure that your communications are all aligned to Successful Customer and Business Outcomes.
I wasn’t always an expert in Customer Experience and Outside-In
In fact, when I became an Industrial Engineer I didn’t have the first clue about how to deliver Successful Customer Outcomes.
I’m going to share a personal story with you about one of my early failures…
It’s a little embarrassing to share, but I think it will inspire you.
It was a quest of five years looking for a standardized Home Loan process and system for a world-leading bank. My team and I visited 30+ countries, reviewed more than 40 IT suppliers, and talked with other top banks and mutual lenders. We sat down with the best business professors, authors and researchers and attended dozens of events on our quest…
And just as in Monty Python and the Holy Grail we returned home empty-handed. You can imagine the investment of time, energy, and budget to realize there isn’t such a thing as an Ideal Home Loan process and system (despite what the big consultancies and IT vendors had told us).
Our senior executive team in the bank was incredulous. In fact, deep down I doubted my own capabilities, I was exhausted and had failed with one of the biggest projects in the bank’s history. Or so I thought…
That is when the truth hit me square between the eyes. We were thinking of our business in the wrong way. My enlightenment was complete when Steve Jobs, in the same year 1997, said the now immortal words “You have got to start with the Customer Experience and work backwards to the Technology, not the other way around”
I had finally got it – we had to think Outside-In, put the customer at the center of everything, and realize using out-of-date business thinking has no place in the 21st century.
1997 – Apple World Developers Conference
Everything changed for me in May 1997. Since then I have worked with the world’s leading companies learning and adopting Outside-In as a way of being. Trust me, if I can do this so can you.
In fact, you even have it better than me. You can bypass all the trouble I went through by simply learning from my mistakes.
What do you most admire in the ones you love? Remind yourself that is one of the many reasons you love them, whether it is a partner, child or stranger. Think about that and enjoy the feeling.
Being uncomfortable should be comforting as it demonstrates you are in a change state. Learn to foster discomfort and make it your friend, It is indeed wise counsel.
Steve Towers
What do you most admire in the ones you love? Remind yourself that is one of the many reasons you love them, whether it is a partner, child or stranger. Think about that and enjoy the feeling.
Steve Towers
You are only as good as the way you feel. That’s why you need to focus on things that make you feel good. What is the one thing that today could make you fell grateful? Then you will feel good.
First question… QUESTION: Why do so many organizations struggle to become truly customer centric?
Production line thinking passed its sell-by date?
ANSWER: They are using an out of date mindset. The thinking is borrowed from the industrial age when optimising production and throughput was the thing. That way of thinking is about production management, efficiency, effectiveness and elimination of waste. Does that feel familiar? Next question…
QUESTION: What is (probably) the biggest hurdle to overcome on the way to becoming Outside-In?
Hurdles to Outside-In thinking
ANSWER: It is getting passed this industrial age mindset and all the things that come with it… our reward structures… our approach to employee engagement… the processes and systems… Alright, one more…
QUESTION: If listening to the customer is so important what is ‘best practice’?
Do you really understand customer needs?
ANSWER: Often times many companies are trying to drive forward by only looking in the rear view mirror. That is listening to subjective perceptual feedback, rather than at every interaction 100% of the time.
The GOOD news is… In the ACX Masters program, we show you step-by-step how to handle these challenges so you don’t have to Fall into the Bear Pit. You can get the full scoop and preview here: https://bit.ly/GCCACXP
Cheers for now! Steve
PS. We have got to get more scientific about the customer experience! I have just done a 3-minute explainer video for Outside-In – see it here: https://bit.ly/OIDifference
Step #1 – Get The Book: Outside-In The Secret *FREE* https://bit.ly/OI2021now
Why should Individuals & Organizations adopt the ACXP Program?
Better business results begin with Accredited CX Professionals guiding and leading their organizations.
By establishing a cadre of accredited people organizations are demonstrating their drive towards customer-centricity which delivers immediate results and pleases employees, customers, and stakeholders.
The Accredited Customer Experience Professional (ACXP) is a program underpinned by practical exercises based on the work underway in the enterprise. Individuals and teams are coached and assessed by ‘been there and done it’ CX professionals regarded as top of their profession.
Less on the theory, more on the practice the ACXP program uses ‘now’ case studies (frequently not in the public domain) so attendees can see ‘next practices’ and quickly incorporate them into their individual, team, and organization work.
Underpinned by proven approaches and techniques, such as the CEMMethod™ (launched in 2006 and now in Version 14), the ACXP program is designed for individual advancement, organizational maturity, and ultimately business transformation to become truly customer-centric.
The ACXP is the first step on the ladder leading to a progressive and more advanced understanding and delivery of Customer Experience next practices.
The portfolio of levels includes ACX Master®, ACX Champion® and ACX Mentor®.
Thank you Steve for the high quality & insightful training you delivered. Your innovative approach , critical thinking & up to date case studies facilitated this achievement 👍Muath Al-Azzam, Principal Services & Operations Specialist at Dubai Municipality
Thank you, the experience was enlightening, empowering, educating, encouraging and engaging.Natasha Doren, South Africa
I have to say, every day since I left Denver, I have been able to apply some bit of learning that I got during the ACXM event into not only my job, but my personal life as well. Thank you so much for everything that you’ve done to advance the field of customer experience! Brett Gill, United States
Another fantastic learning, personal andprofessional development experience with you!Lyall Shapiro, Customer Experience Specialist,Sydney, Australia
Thank you Steve, very intense 4 days butamazing and already putting it into practice!Edwin De Lange, Manager: Customer Experience Design,Mercantile Bank South Africa
Thank you so much Steve..this achievement means a lot to me& huge credit goes to you.. looking forward for my nextAmal Shaira, Senior Manager, FAB, United Arab Emirates
Do you want to embrace advanced Customer-Centric thinking and become Outside-In?
Introduction and Background The BP Groups 30th Annual Survey focuses specifically on developing challenges facing the adoption of Customer Experience and customer-centric practices.
The survey contributors are senior people Accredited in Customer Experience for a minimum of two years and the questions asked in 2021 (during the pandemic).
Contributors identified 50+ challenges and from these, we distilled them down to five with subsequent deeper dives to explore how people were meeting and overcoming the challenges.
Over the next six weeks, we will review each of the main challenges and the emergent Next Practices to overcome.
Amazon founder Jeff Bezos employed rules and principles to make the company successful that are revealed in a new book, “Flywheels: How Cities Are Creating Their Own Futures.”
The book was written by Tom Alberg, an early-stage investor and ex-Amazon board member of 23 years, and he explained Bezos'”Day1″attitude.
The book also talks about how Bezos overcame the company’s early difficulties in attracting investors.
Alberg described the rules that Bezos followed at work based on his experience watching the tech magnate make judgments.
Customer Obsession
In his book, Alberg noted, “The most important thing is customer obsession.” He went on to say that too many organizations, in his opinion, focus on their competition rather than Their customers. According to Bezos, who testified before a congressional committee, “Customers Are consistently, delightfully unsatisfied.
We are continually inventing on behalf of our clients out of a desire to delight them” Alberg writes. According to him, Bezos made moves that harmed Amazon’s short-term business line but benefited customers and ultimately helped Amazon become a trillion-dollar company.
Continuous Invention & Innovation
“Continuous invention and innovation” is the second principle. According to Alberg, client happiness and inventiveness are inextricably linked. “When making decisions, customer happiness and innovation are powerful touchstones,” he added.
When you ask yourself, “What is the best decision for the customer?” it becomes much easier to make decisions. “Is there a way to invent our way to a solution?”and”Is there a way to invent our way to a solution?” Alberg writes.
Operational Excellence
According to Alberg, the third principle championed by Bezos is operational excellence. “Two-pizza teams,” “one-click shopping,” “single-threaded leaders,” and “working backward/becoming Outside-In” are some instances.
One of Bezos’ more inventive techniques is the”two-pizza rule,”which aims to avoid wasting a full day on unproductive meetings.
So, how does it work? The more people you have at a meeting, the less productive it will be. The notion is that instead of expressing their viewpoints and ideas, most people will end up agreeing with each other (groupthink).
What is the solution? Never have a meeting where two pizzas aren’t enough to feed everyone. According to Alberg, the fourth principle underpinning Bezos’ decision making process at Amazon is to think long-term.
Think long term
This can be everything from starting a new business to investing in new technology. Bezos’ early use of AI is one example.
“Jeff told the board that he intended to apply AI in every element of the business when firms were just beginning to understand the possibilities of machine learning and AI,” he wrote. The next step for Bezos was to employ AI experts and instruct the existing engineers on how to use AI.
According to Alberg, Amazon produced and made AI capabilities available to clients on Amazon Web Services, originally run by Andy Jazzy, now the new global CEO since the Jeff Bezos exit. Making AI available to employ in their businesses actually to compete against Amazon.
Staying Optimistic
Alberg noted that his fifth principle, and probably the most important, is his “staying optimistic for the future and how we are only in Day 1.” Bezos’ “Day 1” mindset is founded on the broader premise that, “while the internet and Amazon may appear mature to many, we are still at the beginning, according to Bezos.
Alberg commented, “It is his greatest expression of optimism about what the future will hold.”
These concepts are “not hidden,” according to Alberg. “However, you must adhere to them at all times, something most businesses are unwilling or unable to do.”
Professionals & Masters in Customer Experience & Process Management
Learning By Doing is our mantra. The ACX and CPP programs look for your application of the world-beating techniques with a 1 on 1 assessment from your Coach. We don’t train you in how to pass a test, we coach you in how to deliver CX Transformation.
Since 2006 we have helped qualify 140K people across 132 countries using the codification of the next practices from the world’s leading practitioners and companies.
There are thousands of terrific testimonials and across our 40+ global partners operate across all verticals with Coaches who are also expert practitioners. That ‘been there and done it’ experience extends way beyond the theory into a toolkit that can scale all the way to enterprise transformations.
Come and join us to experience the difference and earn yourself the Accredited Customer Experience Masters qualification starting November 29 for two or four days.
Recent Testimonials: Thanks 🚀 Steve Towers ACXC, CPPC, COIC. This was hands down the best CX course I have been on so far. Looking forward to applying everything I learned on the course in my new role. Kendall Ursula Rÿnders, AskAfrica, South Africa.
Hi Steve, thank you for opening my eyes to opportunities these few days, didn’t know I was sitting on a gold mine 😂, great content, great delivery. My perspective about my profession has completely changed, thanks for that. Adwoa Asare – Asamoah. Head CX, CalBank PLC
Argyle Digital: CX/UX Leadership Forum. I am excited to say there was 100+ attendees on your session and you were a wonderful and integral part of the event’s success and we truly appreciate your time, insight, and expertise. Brittany Sullivan, Senior Producer, Argyll, United States
It’s been an honour and privilege to participate and attend the ACX-M course, It was an eye-opener and quite a revelation for me, I became conscious of these important concepts and aspects of customer experience, Thank you for showing us the way. Product Specialist at Laerdal Medical, India
Thank you Steve for the high quality & insightful training you delivered Your innovative approach, critical thinking & up to date case studies facilitated this achievement 👍 Muath Al-Azzam, Principal Services & Operations Specialist at Dubai Municipality
I have to say, every day since I left Denver, I have been able to apply some bit of learning that I got during the ACXM event into not only my job, but my personal life as well. Thank you so much for everything that you’ve done to advance the field of customer experience! Brett Gill, United States
Do you want to embrace advanced Customer-Centric thinking and become Outside-In?
