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.
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.
First question… QUESTION: Why do so many organizations struggle to become truly customer centric?
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?
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’?
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
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
Thank you Steve for another enlightening and engaging course that just keeps challenging the way we do things® Edwin De Lange, South Africa
Thanks again for four great and inspiring days. Christian Becker, Germany
It’s been great training with lots of new tools that we will be able to implement soon I hope. Super interesting information, I am looking forward to reading your book as well. I really appreciated your energy and enthusiasm throughout the training. Silvia Fernandez Calvo, Spain
Let me take this opportunity to thank Mr. Steve. Your teachings are timeless and they stick perfectly and forever in our minds. We shall never forget you wherever we find ourselves on this planet. Thank you so much, Steve 🙏 Benignus Otmar, Tanzania
Thank you, the experience was enlightening, empowering, educating, encouraging, and engaging. Natasha Doren, South Africa
Thank you, Steve, I have never enjoyed anything more than the CX course, The weight of knowledge I gained and the enlightenment that I got is indescribable. Reem Elsadig, Sudan
Thanks, Steve for such an excellent program, the dedicated manner you use to share with us your wonderful knowledge and wisdom in CX, and the time to respond to all our questions! God bless you, thanks a lot! Yanese Angeles, Dominican Republic
You started me out on this journey my friend. Thanks for letting me live out my passion! Molly Redenbaugh, Iowa, United States
Thank you! It’s been an amazing journey and you have been a great mentor. It was an honor taking your class, I am now a confident CPP Master🙏🏾 Masele Masudi Msita, Tanzania
Thank you Steve for your high-quality wonderful Master. I thought the course was brilliant. Thank you for everything. Ashraf Mohamed, Philadelphia, USA
Thanks again, Steve. Not only have you been a fantastic mentor to me but you have taught me how to mentor others. Thanks for being so supportive and getting me through. Chandan Chhabra, Delhi, India
Another fantastic learning, personal and professional development experience with you! Lyall Shapiro, Australia
Do you want to embrace advanced Customer-Centric thinking and become Outside-In?
This time we feature a nice short video from the CX Rockstar James Dodkins.
A quick google search on ‘Silo working’ reveals 37.1 Million finds and this is not a new topic. Hammer and Champy were not the first to raise the issue in 1993, but they were early advocates of sweeping away that silo thinking in ‘Reengineering the Corporation’ with their cry of ‘Don’t Automate, Obliterate!’
The Silo Mentality as defined by the Business Dictionary is a mindset present when certain departments or sectors do not wish to share information with others in the same company. This type of mentality will reduce efficiency in the overall operation, reduce morale, and may contribute to the demise of a productive company culture.
Do you want to embrace advanced Customer-Centric thinking and become Outside-In?
The Global Change Architect of the Year is announced! And the 2021’s award goes to… Edwin de Lange in South Africa.
The BP Group and Affiliates are pleased to announce the winner of this years prestigious ‘Change Architect of the Year’ Award goes to Edwin de Lange, Manager: Customer Experience Design at Mercantile Bank, South Africa.
The Award, now in its fourth year, recognises the formidable achievements of the winner in delivering both personal, professional and business transformation in the organisations they work with.
Over the last few years, Edwin has progressed his professional credibility and qualifications and is acknowledged as one of the most accomplished and recognized African Customer Experience leaders.
His perspective on Customer Experience Management is both grounded in reality and backed up with sharp-end practical accomplishments and success. An inspiration to his colleagues and peers it is a well-deserved honor that once again sets the bar even higher for those wishing to push the boundaries and application of business transformation.
Edwin’s recent licenses and certifications qualifications include:
Prior to joining Mercantile Edwin worked for Old Mutual and All Life in the financial service sector in South Africa.
Selected by their immediate peers and fellow professionals the Change Architect of the Year now appears in the ‘Change Architects Hall of Fame’ – Edwin de Lange is now acknowledged as this years ‘Global Change Architect for 2021’.
New course offers Critical Training Organizations Need to Upskill Their Workforce and Gain an Edge in the New Normal
LONDON, England. January 8, 2021 — To accelerate business-critical training in the post-pandemic world and emerging customer-centricity, BPG Professional Education is adding a new timely courses to its 2021 line-up.
“The pandemic provides an ideal moment to embed customer obsession into businesses new operating models, and this will increase organisations’ ability to align everything and everyone to successful business and customer outcomes,” said Steve Towers, Executive Director of BPG Professional Education.
The Certified Outside-In Master® (COIM®) – starts on January 18th for 7 weeks at 3 hours per week –
‘Harness the power of cutting-edge approaches to create compelling new products and achieve game-changing innovation.’
Week #6: Connecting the Dots and Drawing the Lines
Week #7: The New Normal of the Customer Obsessed organization
Over the 7 weeks the COIM program will feature 18 live interactive sessions backed up by tutorials, assignments and 1 on 1 coaching. With new case studies, videos and dedicated WhatsApp and LinkedIn forums.
The COIM program first ran in Spring 2020 and comes complete with Amazon best selling book (from 2020) ‘Dare! Behind The Scenes Of The Best Business Transformation Project In The World,’ and the book ‘Outside-In The Secret’ (published in 2010, now in its 10th edition – fully updated for 2021)
Coach & Guide:
Steve Towers, CEO & Founder BP Group. These expanded offerings complement BPG’s Professional Education with its Accredited Customer Experience and Certified Process Professional courses available to organizations around the globe. For more information or to register, visit: https://cemnext.com/oi2020
ABOUT BPG PROFESSIONAL EDUCATION
For 30 years, BPG Professional Education has provided business professionals worldwide a gateway to renowned BPG research, knowledge and expertise, through advanced professional programs designed specifically for them. Since 1992 more than 120,000 from 124 countries have qualified in programs ranging from Business Process Management, BPR, Customer Experience Management and Outside-In.
In addition to industry-focused, two-day to-seven-week Open Programs, BPG Professional Education offers individuals and teams the opportunity to take online, blended learning courses. Additionally, customized programs (leading to professional qualifications) can be delivered in specific industry sectors such as banking, retail, B2B, D2C, Utilities, Pharmaceutical, etc.
Testimonials from the 2020 sessions include:
Another fantastic learning, personal, and professional development experience with you! Lyall Shapiro, Australia
Thank you, Steve. Very intense but amazing, and already putting it into practice! Edwin De Lange, South Africa
Thank you soooooooo much, Steve.. this achievement means a lot to me & colossal credit goes to you… looking forward to my next training. Amal Shaira, United Arab Emirates
Thank you, Steve Towers, for an awesome Time of masterful learning. I can’t wait to attend your next class! Victoria Weaver, United States
Have you got a North Star metric? It’s one of the essential things for any company looking to innovate and drive growth. If you haven’t created one yet, it is time to seriously figure it out. And today, I will be explaining what a North Star metric is, why it’s essential, and how to come up with one.
The North Star metric is the most critical. It is that Metric that would consistently deliver Successful Customer Outcomes (SCO’s) and drive sustainable growth if you focus on above all else.
For Facebook is ‘daily active users,’ Airbnb is ‘nights booked,’ and for the BP Group, ours is ‘monthly organization upskilling.’
Why is having one important?
Because delivering SCO’s and driving change is a lot of work, and it’s easy to dilute effort and resources on things that don’t move the needle. Additionally, getting distracted with the latest and shiniest new ideas is a common problem. Having a North Star metric keeps everyone in your company focused on the most critical Measure for your company’s success. Chosen wisely, it will connect the dots from the front line to the top team
Creating Your North Star metric
You may already have created it in your Successful Customer Outcome Canvas® (SCOC®). Even if you haven’t yet the steps are straightforward by examining your current key performance indicators and assessing what could be a lead Metric. Examine the metrics in the context of what creates the best outcome, for the business and the customer. It is especially effective when you aggregate the SCOC’s against all your customer categories and bringing out the most significant ones and deciding decide which is the most essential Metric.
Defining that North Star metric can have a considerable impact not only on your immediate customers but on how your company operates overall.
Your North Star metric will be different from other organizations, as is how it’s rolled out and communicated.
Connect the dots, Draw the Lines
Anyone involved in delivering Successful Customer Outcomes and driving growth for your company, from the ‘C’ suite to the marketing team to the operations team and all of your external agencies, should be clear on your North Star metric and their role in driving it forward. If you don’t have one and your success maybe isn’t where it needs to be, perhaps you should consider defining one for your organization.
Set up a time with key stakeholders,
Identify your customer categories,
Agree on the SMART needs,
Choose the most important one, then
Brainstorm what it should be across the entire organization.
It starts with understanding who are your best customers are and why. You will need to cut through all distractions and noise to identify the one metric that will have the most significant and most sustainable impact on your business performance.
It’s a significant process, and sometimes it can be challenging to see the forest for the trees.
It will take a concerted effort, but it is one of the most worthwhile things an organization can do to connect the strategy to execution. Realistically isn’t that desirable for every organization seeking to make winning systematic?
The Guiding Light
The North Star metric becomes the guiding light. It is tangible, objective, and touches everyone and everything. It is a simple concept and as a result everyone can understand it.
You can explore the North Star Alignment approach within the Certified Outside-In Masters® program. Review the short video introduction here: https://cemnext.com/oi2020
Simple things can be very very effective and that is certainly the case with this ‘go-to’ template. Based on the Next Practice of some of the worlds leading companies completing this could change the way you think and do business forever.
It is my first interaction with Top Teams and Leaders and I use it as my first conversation with anyone who says they are tasked with helping transform their organisations (and themselves sometimes!)