Top Tips to Build a Better Company Culture by Focusing on Customer Experience
Customer Experience is the key to take your company culture to the next level.
Business leaders and entrepreneurs are constantly looking for innovative ways to engage with their online audiences and improve customer satisfaction, which is nowadays becoming a business model in its own right.
Customer satisfaction is one of the foundational pillars of long-term success in the modern business sector, and taking a customer-centric approach to marketing, sales, and other processes is one of the most effective ways to generate quality leads, improve conversions, and build a recognizable and trustworthy brand in a competitive industry.
That said, instead of limiting customer satisfaction to support, sales, and marketing, what if you were to cultivate a business-wide culture, even for remote teams, that revolves around customer experience as a whole?
Imagine the possibilities for long-term growth and expansion if you were to build a thriving community of happy customers from around the world — the possibilities for your brand would be limitless. That’s why today we’ll be taking a look at the best tips to build a CX-centric company culture. Here’s what you need to do.
Turning metrics into cultural principles
Firstly, in order to create a business-wide culture that emphasizes customer experience, you have to have the right information in your hands. After all, the best business decisions and processes are built on meticulous research and relevant customer data, so you need to know exactly what your customers are looking for in order to adapt your business model.
If you just go with your gut feeling, you’re bound to make a mistake sooner or later, so start by collecting and collating data about your customers, the market, and industry.
Don’t forget to research your competitors and the companies that have successfully implemented a CX-centric business model to see what they’re doing right, and most importantly, what they might be doing wrong. This will allow you to compare your data with what your competitors are doing, and create a better CX strategy that encompasses your entire brand and its culture.
Creating dedicated CX silos
Innovation requires resources, and even through technology and software are vital components of progress, the most valuable resource at your disposal are your marketing, sales, and customer support experts, as well as your managers, strategists, and project managers.
Creating a customer-centric business culture is innovation.
In a very real way, creating a customer-centric business culture is innovation, and it’s a complex project that can’t be delegated to just any team. Rather, this is a project that requires a dedicated team carefully-selected professionals.
In other words, it’s important to create a silo within your company that will deal specifically with the needs of the customers, and to find ways to translate them into an overarching CX strategy for the entire brand.
While this new team will work semi-autonomously on the project, it’s important to monitor their progress and enable cross-department collaboration to get experts from various other departments involved at key milestones.
Improving your communication technology
One of the most important elements of a winning CX model is internal and external communication. Whether you’re focusing on cross-department collaboration and collaboration between remote employees, or if you’re focusing on brand-customer communication to enhance their experience, you need to have the right technology at your side. Now, it is imperative to have a phone system, but instead of a traditional landline, you need a cloud-based system like VoIP.
VoIP (voice over internet protocol) is a tool that enables you to communicate seamlessly with your employees and your customers, and it’s a tool you can directly use to shape your CX culture. You can leverage the many VoIP features offered by Nextiva and other leading providers, including low-cost calls, video conferencing, mobile optimization, and many more to facilitate collaboration between teams, and to talk to your customers in an efficient and effective way.
Ensuring continuity and cultural consistency
When you’re designing a strategy for a CX-centric culture, it can be easy to settle for a culture that encompasses only a handful of frontline departments, such as sales, customer support, and perhaps marketing.
While these teams are essential for the success of your strategy, you should aim to go deeper than that and weave this culture into your brand and its identity, every department, and the entire hierarchy in order to ensure continuity and cultural consistency.
Make sure that every department has deep, meaningful insights into your:
- Brand values.
- Your brand style.
- Your brand personality and tone of voice.
- The brand’s visual identity.
- Your brand’s culture.
- Your brand etiquette.
- How your brand’s culture focuses on customer engagement, satisfaction, and experience.
Empowering a CX culture through leadership
Lastly, you can only hope to integrate this new business model into your brand and across your company if you have strong leaders in your team. If you’re running a small business where you’re the only leadership figure, then you have to set the example and be the first one who will put this new culture into effect.
Your goal should be to lead by example, and help other members of your employee collective adopt this CX culture quickly and fully.
Business models that focus on customer experience can take a company forward in a competitive industry, but only if you weave this new culture into the very fabric of your brand. Use these tips to create a CX-centric company culture to take your business forward as a whole.
About the author
Jacob Wilson is a business consultant, and an organizational psychologist, based in Brisbane. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for Bizzmark blog.