371: Behaviors Are The Building Blocks Of Customer-Focused Culture
Sep 10, 2024
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Angelina, a co-host specializing in customer-focused organizational culture change, shares her insights on fostering a customer-centric environment. She emphasizes the importance of aligning customer-facing roles with back-office operations for seamless experiences. The discussion covers 'culture energy' and how authentic leadership can enhance employee motivation and trust. Angelina also outlines strategies for instilling accountability and transparency within organizations, citing real-world examples, including a machinery company and a Canadian government agency.
Establishing specific customer-focused behaviors across all organizational levels is essential for enhancing customer loyalty and overall experience.
Leadership must actively model desired behaviors and communicate transparently to align employee engagement with the organization's customer-centric culture.
Deep dives
Understanding Behavioral Norms in Customer-Facing Culture
The podcast emphasizes the significance of specific behavioral norms that organizations should align with to create a customer-focused culture. These behavioral norms go beyond the front lines and need to be equitably demonstrated throughout the organization. By identifying and implementing these norms, companies can improve their overall customer experience. This approach requires aligning all employees with the expected behaviors to build a more cohesive and effective customer-facing environment.
Measuring Culture Energy and Addressing Misalignment
Culture energy refers to the level at which an organization's culture engages employees, fostering their creativity and motivation to serve customers. Misalignment occurs when leadership does not model behaviors that support the desired customer experience, leading to frustration and burnout among employees. For instance, when leaders fail to communicate transparently about changes, it creates mistrust and can hinder employee engagement. Addressing these gaps is critical for ensuring that everyone in the organization is on board with the established cultural behaviors.
Tailoring Cultural Approaches Across Organizational Functions
Different roles within an organization may require tailored cultural competencies to effectively serve customer needs. Understanding these nuances is essential for building a customer-focused culture that resonates across diverse departments. As illustrated with examples like Caterpillar and Boeing, specific behaviors must be incorporated into various operational aspects to ensure a consistent customer experience. The podcast underscores the necessity for organizations to workshop and refine these behaviors within each team to achieve meaningful cultural alignment and improve customer loyalty.
Culture change is necessary for an organization to be more customer obsessed and deliver better customer experiences. That culture change requires specifying the customer-focused behaviors that lead to customer loyalty. CX Cast co-host Angelina describes the process to determine and assess your organization’s ideal behaviors and drive adoption of targeted behavior change to align with customer and business priorities.
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