With the preponderance of businesses engaging customers in so many meaningful ways, it is critical to make sure your message says the same thing every time and in every place. Touch points have increased. People are dealing with your business in multiple ways that you can no longer control. The world is looking for consistency. That consistency creates trust and people are looking for businesses and other people they can trust. Therefore, your messaging and communication strategy must be consistent.

The internal team needs to be included in the strategy. It used to be communication was exclusively from the company to the external marketplace with the when, where, and how being completely controlled. The control has now switched completely around with the consumer dealing with the company when, where, and how they want to. Thus, more people inside the business are dealing with the external customer than ever before. If they do not understand what to say and everyone does not communicate a consistent message, the customer will move on to a place where he feels a consistent message is being provided.

One of the keys to success is consistency in what you say.