In parts one, two, and three of this series, we’ve taken a look at the different types of communication that happens within a business. This has included the top-down edicts from leadership to subordinates, the bottom-up disclosures from subordinates to leadership, and the interpersonal talk between peers and teams. All of this encapsulates inner-business communication, which we’ve stressed needs to be honest and clear, and how everyone has a duty to make sure concerns are addressed before they erupt into full-scale problems. This philosophy will lay the foundation of a respectful and efficient company culture with a healthier work environment, one with reduced stress and better teamwork.
There is one last component of communication to cover, and that is the type that extends beyond the company to the outside. External communication is what happens between your business and your customers, and it is crucial for your company’s reputation and long-term success.
Public Face
Returning to the Grammarly article on this subject, “external communication has a positive impact on the company’s public persona and reputation.” This can take the form of press releases, your company website, social media presence, and even your ad campaigns. What your company says about itself will influence how it is perceived online, even on review sites and search engines. If you make public promises and keep them, people will remember. Don’t keep those promises, and people will really remember.
Whenever you make a decision about the kind of information you’re going to put out in the world, be it a post on social media, an ad in the local paper, or even a banner in front of your store, ask yourself what it says about your company. Are the message and style in keeping with your brand identity? As the article explains, “Ensuring that every piece of external communication is carefully curated takes time, but when done right it is a significant attribution to company growth.”
Consistency
To wit, when you take the time to consider how your external messaging fits in with your company’s brand identity, you are more likely to seek consistency. This is key because inconsistency can undermine consumer trust in your business. This is especially crucial as it relates to keeping employees on the same page as what the business is saying publicly. The article goes on to explain, “When poorly executed, external communications can present customers with conflicting messages that tarnish the company’s reputation.”
Consider the problems that will emerge if the advertising says one thing and the employees say another.
Inside Out
Indeed, to succeed at external communication and avoid mixed messages and confusion, we must remember that “Without good internal communication, employees will likely struggle creating good external communication.” Clarity is key. Employees need to know what the gameplan is and not find out about it from an external communication if you don’t want them caught flat-footed by customers.
In fact, the more employees can be front and center in your communications, the better. As the article adds, “Connect employees and customers, which can lead to a vital information exchange that encourages customers to engage with your brand more. This allows employees to gain a deeper understanding of the target audience.” Engagement doesn’t just apply to customers, of course, as engaged employees are more likely to feel a sense of ownership in what the company is doing.
Investing in Great Communication
Determining your customers’ perception of your business and the kind of reputation it has is more complex than just reading what reviewers say on websites like Google or Yelp. To get a clearer picture, you should use a tool like customer feedback surveys to get real answers about what people love about your business, and what they wish they could change to make it better.
Another important tool is mystery shopping. Mystery shoppers will document their experiences, particularly in their interactions with employees. This means that you can compare what your staff says to what the business is trying to say to spot inconsistency.
The Brandt Group specializes in the customer experience, and we’re ready to help your business with both feedback surveys and mystery shops, as well as our other services like leadership training. Everything we do is about improving your company’s customer service and work culture, while will lead to enhanced profits and to improved customer satisfaction. When your business invests time and effort to having the best customer experience possible, the message that puts out to the world is that your company and its employees are committed to excellence.
That’s the kind of external communication that sells.
Drop us a line today, and let’s get started!
