Most businesses are always looking for ways to improve the customer experience. But, no matter how many platforms that you have subscribed to, your customer experience seems to be either stagnant or declining. If that’s the case, maybe it’s time to tackle the elephant in the room – your company culture.
There are many reasons for you to reinforce your company’s values with distinct, consistent company culture. With it, you will attract and keep the best employee or talent. However, you will also drive a positive, fulfilling customer experience that is necessary for your business success.
Now imagine this, when a customer puts experience first in their purchasing decision, combined with a distinct culture and customer-centricity, you will have a positive feedback loop that brings revenue to your business. A PwC study shows, 73 percent of U.S consumers said that experience was a priority in their purchasing decision. Meanwhile, 65 percent said a positive experience with a brand is more favourable than great advertising. As maintained by McKinsey, there’s an increase in employee engagement by an average of 20 percent when companies improve their customer experience.
We think it’s undeniable that there’s a relationship between customer experience and revenue. Still, what is the formula to get the best customer experience? It lies in your company culture – who you hire, how everyone in the company nurtures the value, and how the customers see it.
Intro to Culture
You can think of company culture as a set of attitudes and behaviours of a company and its talents. Your talents and customers can see it when they interact with each other, the values that they hold, and the decisions they make.
Company culture can include many factors, including work environment, company mission, leadership style, values, ethics, expectations, and goals.
More often than not, we have heard there’s no shortcut to success. But, some companies tried to take shortcuts to terrific company culture and customer experience with quick fixes. However, the truth is, you have got to get dirty.
When coming up with a culture, you have to be very clear as they will be a guide for your decision making and how your culture evolves.
Your Talents Will Meet Your Customers
For you to create that one of a kind customer experience, you need to hire experienced and specialized talents that can help you to achieve that goal.
During the hiring process, you would need to look out for a customer-centric person. He or she has a thing for customer experience and the focus to deliver outstanding customer service.
Measure Your Culture
Now, after all that effort to create a great company culture, you have to measure and track it. It may seem challenging because measuring culture seems vaguer than tracking website clicks or sales leads.
You can use an engagement survey to measure that your employees are fully invested in the company’s values and are willing to that extra mile. The effort doesn’t mean that they work longer hours. It can mean learning new skillsets or working cross-functionally to give more value to the company.
In the end, a culture that is nurtured by leaders will make people happy to come to work and connect with other colleagues. It also reflects on your employees’ treatment to customers.