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The Radical Relevance of Customer Experience

Crafting Your Message to Deliver a Consistent Internal and External Experience

Shep Hyken interviews Bill Cates. They discuss his new book, Radical Relevance: Sharpen Your Marketing Message – Cut Through the Noise – Win More Ideal Clientsand how companies can create the message that best defines their customer experience.

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Top Takeaways:

  • An organization’s message is related to their brand promise and customer experience. The experience needs to deliver on the customer’s expectation, which is created by the brand promise.
  • Everyone in the organization needs to be in alignment with the message and be able to describe the value. This applies regardless of whether someone is in a customer-facing role or not.
  • The same consistent message and experience must be delivered to internal customers (employees) as well. This will ultimately help create a better experience for internal and external customers.
  • An organization’s message must be relevant to the customer and qualifying—in that it attracts the right customers and repels the wrong customers.
  • Even if you do not interact with the customer directly, you likely interact with someone who does. It’s important to remember that the way you treat your fellow employees will be felt by customers on the outside of your organization.
  • A confused mind will not take action. Create clarity for your customers and invite them to ask questions. This strengthens the relationship your customers have with you and your company.
  • First and foremost, you must determine your company’s value proposition. Ask yourself what message you want to convey and how you provide value for your customers. This excites people and gets everyone in alignment.
  • Always give your customers a seat at the table. This will help you create your culture and deliver it in a way that makes sense to them.


“Give your customers a seat at the table. This is how you create the culture internally and externally that you want to present to your customers.”

“Everyone who works in an organization is a walking, talking representative of that organization. There needs to be consistency of message throughout, both internally and externally.”


Bill Cates is an internationally recognized client-acquisition expert and speaker. He is also the author of four bestselling books, including his most recent, Radical Relevance: Sharpen Your Marketing Message – Cut Through the Noise – Win More Ideal Clients.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio.

This episode of Amazing Business Radio with Shep Hyken answers the following questions … and more:

  1. How do I get everyone in alignment in my organization?
  2. How do I define my brand promise or company culture?
  3. Does the internal experience affect the external customer experience?
  4. How can I make my messaging relevant to my customers?
  5. How can I meet and exceed my customers’ expectations?

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