I came across a statement in Jeff Sheehan’s Customer Experience Management: Field Manual the other day that has infected me like an earworm (one of those songs that will not get out of your head?). He wrote, “… The value statement defines what the organization believes in and how people are expected to behave with each other, with customers and suppliers, and other stakeholders” (p. 56).
…if the value statement doesn’t have critical stakeholders such as customers or employees, then the efforts to create a customer-first culture will be a long process.
In other words, if the value statement includes the way it values employees and customers, then EX or CX changes will likely be embraced. But, if the value statement doesn’t have critical stakeholders such as customers or employees, then the efforts to create a customer-first culture will be a long process.
I don’t want to generalize that if the customer isn’t reflected in the values, a company isn’t customer-centric; it could be. But, what if your role is to create a customer-centric culture? How and where do you start? The entire organization impacts the customer experience, but sometimes it isn’t easy to make that connection, depending on where you are in the organization. This is why the way an organization thinks and feels about its customers should be embedded across the organization. The best way to do that is through the value statement.
But, what will be difficult is to increase the customer centricity in an organization where the role of the customer isn’t valued. Every company exists because of customers. But not every company thinks first of the customer and the impact that technology will have on the customer experience. In her article, The 10 Most Customer-Obsessed Companies Of 2019, Blake Morgan defines customer-centricity: “Customer-centric companies are laser-focused on their customers. Instead of being driven by shareholders or revenue, these companies put customers at the center of every decision. They are customer-focused over product-focused. That centricity is evident in great service and a cohesive customer experience.”
So what do you do if your customer isn’t in the value statement? Then that’s where you can start. If you know the organization’s values, you have a sense of how far you can push and when. How close are you to the executive team? How much influence do you have? Whom can you enlist to be change agents and promoters of the importance of CX?
One of the models used in Organization Development and Change is the Action Research Model. It begins with analyzing the organization (unit, department, team)- what they stand for, where they are in the marketplace, their size, profit, valuation, etc. You build a picture of the organization. The same can be done when looking at an organization’s customer-centricity and how it compares to its competitors? What values does it share, and what makes it different?
The next step is to find agreement on why the value statement should change to become inclusive of the customer. Then, it’s time to write the statement, but this should not be done in a vacuum. Working across, up, and down the organization to gather the unspoken customer values. What values or standards does the contact center use when working with customers? What about the product? Or marketing? In essence, you’ll be working to understand what guidelines groups follow when they’re working and creating.
This process must include as many people as possible. Tools to use are; surveys, interviews, or focus groups. Once enough data is collected, you can share it with leadership to ensure that you’re on the right track. Once agreed, it’s time to get to work drafting statements, then vetting them, and eventually selecting one.
“Employees are the foundation of a strong customer experience, which means employee experience and culture are crucial in customer-centric companies.”
Blake Morgan
One thing to note – a customer-centric company can only get so far when focused on customers. Employees are crucial to the successful implementation, so I’d recommend including employees in the value statement. Blake Morgan points out, “Employees are the foundation of a strong customer experience, which means employee experience and culture are crucial in customer-centric companies.” If employees aren’t in the value statement, now is an excellent time to make that change because you’ll need them as the organization becomes more and more customer-centric.
References:
Morgan, Blake (2019, December 20). The 10 Most Customer-Obsessed Companies Of 2019. Forbes. https://www.forbes.com/sites/blakemorgan/2019/12/20/the-10-most-customer-centric-companies-of-2019/?sh=7a8743027a58
Sheehan, Jeff (2021) Customer Experience Management Field Manual: The Guide For Building Your Top Performing CX Program. Boston Business Books.