There is no question that everyone in your company should know the importance of building deep, authentic customer connections. There’s a delicate balance between messaging financials, metrics, dashboards, and the customer experience. If you’re spending too much time on the business, and not enough time on the experience, danger may loom.

My recommendation is to develop an “elevator speech” for everyone in the company to make sure they get it.

To develop the speech, ask yourself the following questions:

Where are we going? 
Paint an inspiring vision that includes the ideal relationship with the customer. Write it from the customer’s point of view. What do you do that matters to them?

Why are we going there? 
It has to be more than just money. What is deeply meaningful for all stakeholders?

Who is going with us? 
Identify the key players who will lead in the messaging. They will connect and build the long-term relationships.

How are we going to get there? 
This is an opportunity to emphasize and reinforce key elements in the strategy. Get buy-in from your top players.

Here what I know to be true: create value first, then the money follows.