In this age of ubiquitous connectivity and 24/7 communication, one frequently hears the term “information overload,” and rightfully so. The constant simulation via a variety of media all around us—mobile phones, web, TV, electronic billboards, etc.—makes us either extremely informed or completely unresponsive depending on which side of the digital divide we fall. Given this scene, one would think that organizations would have gotten their ducks in a row to ensure that communications across all channels are aligned to the brand’s core values, products are promoted with a consistent message, and, most importantly, all stakeholders are educated about the brand.
Now this couldn’t be further from truth. You know what I am talking about if you have been interacting with, let’s say, front desk staff of a hotel, a dealer for electronics appliances, an airline call center agent, or a financial advisor at an insurance company. In a typical scenario, you ask them about a particular promotion, product, feature, or specification. and more often than not you are met with a blank stare or a nervous apology. You, the customer, are left wondering why you know more about their business than they themselves do. The answer is quite simple.
While companies pay a lot of attention and spend a fortune pushing marketing messages aimed at customers, they seldom bother to align those messages with the communications going to the staff, channel partners, and everybody who represents the brand in the marketplace. And all this while, the smart customer is devouring all the information that comes his way, telling others and forming opinions about the brand.
As they say, some people still don’t get it…..