Is Your Team Communicating What Customers Need to Hear?

One key factor sets the most successful companies I’ve worked with apart: they can succinctly articulate each customer’s pain points, their vision for the future, and how their specific product capabilities bridge the gap. 

In my experience, companies often stall or lose ground not because their product lacks merit but because they either don’t solve a valuable enough problem or can’t effectively communicate their value throughout the customer journey.

Without a shared, customer-focused message from sales through support, teams risk becoming misaligned, leading to missed opportunities, customer dissatisfaction, and high churn rates.

With experience across nearly every facet of customer success—from working as a CSM and sales rep to leading customer success teams, advising SaaS startups, and even managing software vendors as a department head on the customer side—I’ve seen firsthand how crucial it is for every employee to consistently communicate your company’s value message.

However, many leaders nail the message when refining their product-market-fit for board presentations and stop short at only training frontline sales reps to articulate it effectively.

But if your value message gets muddled along the way and everyone is using different terminology or placing perceived value on different use cases of the product, here’s what you’ll likely experience:

• Impact on Customers:
  Delayed implementations, fragmented journeys, and slow delivery of promised value lead to churn, decreased satisfaction, and a weakened reputation. The longer customers wait to experience your product’s impact, the harder it is to earn loyalty and drive growth.
  

• Impact on Employees:
  Misalignment and unclear ownership lead to burnout, turnover, and missed opportunities. Frustrations within teams often spill over into the customer experience, harming both culture and competitive advantage.
  

When everyone on your team understands the problem your product solves, can articulate the ideal future state for your customer, and knows how your product bridges that gap, customer outcomes improve dramatically.

I believe that taking the time to help your team and customers get clear is a great act of service that will have long term benefits in everyone’s ability to realize value.

To help you assess and align your processes for consistent customer value, I’ve created The Essential Customer Value Checklist.

This guide helps you audit each step of your customer journey, ensuring that your team is delivering value from marketing to referral. You can download the guide below to see where you stand, then let’s talk if you’d like to dive deeper together. I’d love to hear how the assessment went.