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Aligning Marketing and Training for a Consistent Customer Experience

Why Marketing and Training Go Hand in Hand in Shaping Customer Perceptions

Shep Hyken interviews Barry LaBov, the founder of LABOV Marketing Communications and Training and author of The Power of Differentiation. He discusses the importance of aligning marketing messages with employee training to create a unique and consistent customer experience.

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Top Takeaways:

  • Giving employees a sense of meaning and purpose creates excitement and engagement. When employees feel connected to the brand and enjoy the experience they deliver, it translates into a better connection with customers.
  • Training is crucial in aligning employees with the brand’s unique experience. If new hires don’t receive the same training as the rest of the team, the result is inconsistency, which can create a disconnect with customers. Onboarding processes that quickly integrate new employees into the company culture are essential.
  • Brands should aim to bridge the gap between their brand image and customer experience. If customers become excited about the product or brand, their expectations should be met or exceeded from the moment they interact with the business. Aligning the messaging and experience is crucial in maintaining customers’ enthusiasm.
  • Differentiating a product or brand starts from within. Before promoting to the world, it’s important to share and celebrate what makes the product unique with employees. Ensuring employees are knowledgeable promotes consistency and helps avoid miscommunication or confusion.
  • The right customer experience creates brand loyalty. Your brand’s reputation is created by every individual representing the brand. It’s important for employees throughout the organization to understand their role in shaping how customers perceive the brand. Regardless of location or demographic, customers expect a consistent and predictable experience.
  • Plus, Shep and Barry discuss how engaging one employee at a time can be more effective than mass engagement. Tune in!


“Marry the message to the experience. The marketing and promotion should be congruent with the actual experience the customer receives.”

“If your employees don’t believe that what they’re doing has any meaning, you can pay them all the money in the world, and it will not mean anything. As leaders, we must create meaning and purpose for everybody working with us.”

“Once you determine what makes your product and brand unique or different, do not promote it to the world until you first share it and celebrate it with your employees.”


Barry LaBov is the founder of LABOV Marketing and Training in Fort Wayne, Indiana. He empowers brands to impress their customers and capture the hearts of their employees. He is the author of The Power of Differentiation, a book that helps leaders discover and share what makes their brands unique.

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

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

  1. How can companies bridge the gap between their brand image and customer experience?
  2. Why is onboarding and training important in creating a consistent customer experience?
  3. How can brands differentiate themselves from their competition?
  4. What role does employee engagement play in creating a positive customer experience?
  5. How can leaders ensure that employees find meaning and purpose in their work?

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