communication strategy design

Your Business is Talking To People

What are they saying?

1Created by Hiram Quinones

Designing an Enterprise Communication Strategy

It is important that there is an implicitunderstanding of how a design communication ispart of the strategy of a suite of products.

The communication must be understood by andemployed by everyone managing the customerexperience supply chain.

Key Concept 2

Welcome to Customer Experience Supply Chain

• Takes a commitment of everybody in the company

• Total customer experience from marketing to sales to launches to sustaining communities to producing results to reporting to developing tools to programming to developing messages through content and training and visuals

• Impacts all stakeholders internal and external

Key Concept 3


Key Concept 4

Welcome to Customer Experience Supply Chain

“Virtually any emotional pebble that encounters yourcustomer’s path can become magnified into a perceptualparadigm shift resulting in negative feelings towards thecompany.” -Robert Brunner and Stewart Emery – “Do you matter? How great design will make people love your company”


It is important that there is an implicitunderstanding of how a design communication ispart of the strategy of a suite of products.

The communication must be understood by andemployed by everyone managing the customerexperience supply chain.

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Key Concept


How does the customer experience communicateto our achievers, members and people?

Through design language

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Key Concept


lan•guage1 a: the words, their pronunciation, and the methods of

combining them used and understood by a community b(1): audible, articulate meaningful sound as produced by the action of vocal organs (2): a systematic means of communicating ideas or feelings by the use of conventionalized signs, sounds, gestures, or marks having understood meanings (3): the suggestion by objects, actions or conditions of associated ideas or feelings.

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Key Concept


“If you make anything you are saying thingsto people. If you make more than one thing,you are saying even more.”

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Key Concept


Reasons to invest in design language:Differentiation and consistencySave money by leverage of time & resourcesCommunication to customersBrand definitionRelationship with end users

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Key Concept


“Creating language is a process, not an event. Business is a process, not an entity.Successful businesses constantly adapt to change”

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Key Concept


How we go about creating and developing adesign language specific to our product linesdepends on what we want to say to our targetcustomers.

The message should be consistent, recognizable,and rest on an emotional foundation.

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Key Concept


Design Language Strategy:

Who are we? What characteristics make us vital to our customer?Own the idea of who we areBuild the idea into the message

Strategy12


Proposed Design Language Principles

FF LL AA VV OO RR

13Strategy


Proposed Design Language PrinciplesFOCUSFocus on the customer supply chain experienceA “You Do Matter” experienceHow the experience defines us in the customer’s heart

FF

This is not about just saying yes all the time. It is about understanding your customer’s needs and desires, and meeting them.

This is not about just saying yes all the time. It is about understanding your customer’s needs and desires, and meeting them.

The focus should always be on the customer experience. The entire organizational culture must be aligned to deliver this idea.

The focus should always be on the customer experience. The entire organizational culture must be aligned to deliver this idea.

14Strategy


Proposed Design Language Principles LLLLProposed Design Language PrinciplesLONG-TERMKeep reinventing Seem fresh and uniqueCan’t be a one-trick pony must be capable of repeating experinces

It takes long-term deliberate focus on the customer supply chain experience to produce instant delight and gratification for your customers.

It takes long-term deliberate focus on the customer supply chain experience to produce instant delight and gratification for your customers.

15Strategy


Proposed Design Language Principles LLProposed Design Language PrinciplesAUTHENTICConsistent experienceConsistent messagesExperience must be real and based on commitment

AA

The bottom line is that our customers are smarter and more perceptive than we think. The experience must be real or people will feel it.

The bottom line is that our customers are smarter and more perceptive than we think. The experience must be real or people will feel it.

The loss of authenticity does not always come from money issues, but it often does, and the public can sense and smell deception along with broken promises.

The loss of authenticity does not always come from money issues, but it often does, and the public can sense and smell deception along with broken promises.

16Strategy


Proposed Design Language PrinciplesVIGILANTStay on top of the customer experience supply chainSweat the detailsAwareness of all customers at all times

LLVV

Vigilance is also “forward looking” as well as keeping track of what is going on around us. In a way it’s like due diligence.

Vigilance is also “forward looking” as well as keeping track of what is going on around us. In a way it’s like due diligence.

Vigilance is about working great communication across the company. If you take your eyes off the ball, it will degrade. This is just human nature.

Vigilance is about working great communication across the company. If you take your eyes off the ball, it will degrade. This is just human nature.

17Strategy


Proposed Design Language PrinciplesORIGINALKnow what is good about the productTake chances and make changesGive people the time and ability to experiment

LLOO

Remember that often people have difficulty wrapping their heads around something new and innovative. Focus on what is good about the product and how it will provide them with solutions.

Remember that often people have difficulty wrapping their heads around something new and innovative. Focus on what is good about the product and how it will provide them with solutions.

18Strategy


Proposed Design Language PrinciplesREPEATABLEDo the same thing over and over again, only differentlyKeep reinventing ourselves“Why didn’t we think of that?”

LLRR

The reason for the departure of many companies was an inability to keep reinventing themselves.

The reason for the departure of many companies was an inability to keep reinventing themselves.

19Strategy


Proposed Next Steps • Vetting the design strategy with a larger group• Incorporate feedback from group (when applicable)• Strategic alignment by executive leadership

Begin working on tactical deliverables:• Communication Plans • RACI matrixes• Strategy Articulation Map• Branding efforts• Continuous improvement

Next Step 20


The next five slides add detail to the tactical aspects ofcreating a Communication Strategy that works.

Next Step 21


Steps to creating a Communication Strategy that works

• Split stakeholder groups into internal and external (refine)

• Determine the needs for each group/subgroupo How should each stakeholder group receive information?o What type of information do they need?o When is the frequency for communicating?

Next Step 22



• Audit communication channels (e-mail, newsletter, web site, IM, broadcast messages, letters, memos, press releases, etc.)

• Determine effectiveness of channels and make improvements

Next Step 23



• Develop key messages – 3-5 things we want people to know about the organization– Incorporate key messages into all communication pieces

• Be consistent in the delivery of key messages

Next Step 24


Created by Hiram Quinones


• Identify the primary “deliverers “ of the message– They create all external and internal message

• Gather feedback to continuously improve the messaging of the organization

Next Step 25



Inspired by the book:

“Do you matter? How great design will make people love your company” - Robert Brunner and Stewart Emery

Next Step 26

