Effective communication is fundamental to all successful businesses. Clear, consistent information is vital in maintaining the engagement of employees in their work and customers in the company brand.
Many businesses – mistakenly – view the challenge of internal communications as a separate entity to their external messaging. External interactions go directly to customers and key stakeholders – so it’s understandable business leaders spend time and energy trying to get them absolutely right. However, people often fail to account for the role internal communication play in ensuring the alignment of a company’s image and strategy from an external perspective. Failure to maximise this interplay leads to mixed messaging, which can disengage and disillusion both employees and customers.
That’s why it’s crucial to view communication as a holistic issue. Below are three reasons why customers will benefit from your business adopting a unified internal and external communication strategy.
More consistent messaging
The ways businesses present their purpose is the most important aspect of external communication. However, if employees do not share the same sense of purpose, they will not be able to apply it to their work and consequently, brand messaging begins to lose meaning. To ensure all staff are on the same page messaging-wise, it’s crucial that external and internal communications departments work together.
Not only are internal audiences as important as those outside the business, but they also have an important role to play in delivering products and customer service consistent with a brand’s messaging and advertising.
This consistency comes from having a workforce that is aligned across different departments. Not only does each staff member need to understand their role in delivering a company’s mission, but they also need easy access to information that helps them do their jobs effectively.
With a clear sense of brand purpose, employees will have a greater understanding of overall business strategy as well as being able to more confidently interact with customers and the general public.
Improved relationships with your audience
Not only will a united communication strategy enable employees to talk more effectively about a company’s mission, but it will also enable them to act as brand ambassadors.
It’s one thing if your employees are aware of what your business is trying to achieve – but having a workforce that buys into a business’ mission and advocates on its behalf is one of the most powerful sales tools available.
When developing a brand message, it’s really important to consider points that are of interest to both internal and external audiences. In doing so, staff feel a greater sense of ownership in the brand which provides them with additional motivation and consequently enhances the experience of each customer.
Easy access to key information
Most importantly, consistent messaging between communication departments provide internal teams with all the information they need to actively and confidently address questions from customers. Moreover, ensuring that all employees receive the information they need at the same time means staff are more likely to feel secure and in the loop about the business’ strategy. In turn, they will be able to provide more accurate, informed updates when called upon, improving the overall customer experience.
Ultimately, staff value transparency when it comes to business communication. It’s always better for staff to find out about company updates through internal comms channels instead of finding out news through the press.
For a business, a workforce able to pass on clear, consistent messages to customers is an invaluable asset. Aligning internal and external communication leads to improved relations with audiences and staff, who can easily access the information they need to provide customers with the best possible experience.