How to design a customer-driven culture

Why you can't have good CX without a customer-driven culture


A checklist for designing a customer-driven culture

1. Purposeful Leadership: Leaders act consistently with a clear, well-articulated set of values.

“For the culture to change, the leaders must change. Executives must become self-aware of how their actions are perceived by the rest of their organisation, and be deliberate in the choices they make to ensure they are signalling the right type of expectations,” Bruce Temkin says.

2.Compelling Brand Values: The organisation is committed to delivering on a set of promises to customers.

“You need as compelling vision, and sitting behind that is a product proposition and a service proposition that responds to the drivers of choice that your customers have. Your front line people, your digital offering, has got to bring to life what the proposition is all about, so your recruitment strategy, training, reward strategy, and how to inspire people, must all be aligned,” Mark Hassell says.

“Really think about the proposition you’re trying to create, it needs to be one that resonates and inspires the organisation. What is the customer vision? What does success look like? The mistake companies make is going out on a promise they have not thought through. They have not done the hard yards. The CX you want to drive needs to have an operational engine room sitting behind it.”

3.Employee Engagement: The workforce is committed to the success of the organisation.

“People are creatures of habit, so they need to be convinced to change how they act. And it takes more than posters,” Temkin says. “Culture is driven by how people think, believe, and act. So you need to create an environment that helps employees in all three of those areas, and not just use marketing tricks to convince them that something is different.”

“Make sure you address the tangible and intangible when designing a culture program,” Tom Champion continues. “Trust is huge driver of anything to do with people, whether it's customer or employees. We've studied the drivers of trust, and found they amount to Integrity, Competence and Transparency. Without addressing these, you'll lower the ceiling on the ROI of any customer-facing initiative and diminish the success of any employee engagement program.”

4.Customer Connectedness: Decisions across the organisation are based on deep insights about customers.

“Surprise amplifies people’s experiences, by something like 400 per cent,” Katja Forbes says. “So if it’s a negative or positive surprise, that’s going to be something they will take away and remember. But there is a fine line between surprising people with things beneficial to them, and making people feel like you stalk them. Get anticipatory design right, you can get some experience wins for customers.

“It doesn’t always have to be technical; lot of things you can do to delight people and make them feel important and understood can be done just by using what you already know about them.”

And what NOT to do:

“Don't treat culture change as an internal marketing campaign,” Temkin warns. “Too many organisations just throw up posters and put splash pages on their intranet. Employees are smart enough to figure out when an organisation is just applying lip service to organisational change. If you're not committed to really driving culture change, then don't bother.”

“If someone says 'we're already customer-centric' that's a big red flag to me,” Champion says. “It's critical to align key stakeholders' understanding of the concept, which often means breaking down preconceived ideas and exposing hard truths around how customer-centric they are, or aren't. Don't think culture change will happen as a lucky by-product of other initiatives. You need explicit programs of work to address it.” 

“We talk to clients who believe that customer service ‘is in our DNA’, but actually nothing has changed, it’s a buzzword,” Hassell says. “There’s this sense that people have to respond, but increasingly making these statements and changing nothing is actually impacting your brand significantly, because you’re not delivering what you say and people abandon you. Customers can see it a mile off and they vote with their feet.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu            

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Channelling climate positive design

As we enter 2020, the new decade spells infinite possibility in digital and design. Yet ironically, the biggest trend we’re facing has nothing to do to with innovative technology. It is something much more ‘down to earth’: The state of our planet. Or more specifically: Climate change.

Katja Forbes

Founder and chief, sfyte

Non-linear transformation: The internal struggle

Let’s face it, transformation is messy. Every business is different, with a set of specific challenges based on a mixture of external (the market, competitors, regulation) and internal factors (technology, people and process investments over time).

Neil Kelly

Partner, transformation, Wunderman Thompson

7 ways to champion a human centred design culture

Human Centred Design (HCD) has come a long way in the last decade with many forward-thinking organisations now asking for HCD teams on their projects. It’s increasingly seen as essential to unlocking innovation, driving superior customer experiences and reducing delivery risk.

Shane Burford

Head of research and design, RXP Group

If you want to know how to compose a thesis for a research paper correctly, you may visit a page from my profile. Here you can find a det...

Emily Walsh

Why negative messaging isn’t working for your brand

Read more

Nice to read the post. A good leader and an effective recruitment in top level is a must for smooth running business. Congrats..

Wollermann Business Brokers

Aus Post recruits tasks new CMO with building modern iconic brand

Read more

I think some of these ideas are great. These tips will help me to improve my system. Thanks!

Henry Reid

9 Ways to Improve Your Company's CRM System

Read more

It's a useful info for small businesses owners. We can't live without mobile apps. They are so helpful! It's hard to deny that.

Mae Davis

7 ways small businesses can benefit from mobile apps

Read more

Hi Jennifer,Fascinating read about design-led companies!If you would like to learn more, our Design Thinking and Innovation programme mig...

Andrea Foster

How to spot a ‘design-led’ versus ‘design-fed’ company

Read more

Latest Podcast

More podcasts

Sign in