Ben Afia is a customer communications expert for the FTSE100. Using culture, branding, and (of course) story to improve customer experience whilst also lowering costs. With clients across many verticals including many in the retail and eCommerce space like Twinings, Morrisons, Ronseal, and Boots. In this episode, we discuss: Embedding storytelling in company cultureThe importance of selecting the right copywritersHow effective briefing can impact creative work Dive in: [03:35] Ben shares his storytelling background. [06:18] Clear briefs crucial for effective copywriting. [10:34] Not all writers are versatile for all tasks. [12:54] Case study of mobile network client receiving new brand strategy. [18:54] Customer journey shapes brand perception at every touchpoint. [19:48] A case of complex customer journey purchasing varifocal sunglasses online. [23:02] The culture of everyone in the business bleeds into all processes and affects customer perception of the brand. [24:12] Ben’s Insider Tips! Book your free 30min storytelling consultation >>> https://Keepopt.com/revenuegrowthagency **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor