A high performing culture exists when the firm’s brand identity is made real to customers through employee actions. When customers come away from each and every experience believing that your company has delivered on its promises, then culture is working. It becomes a core organizational capability that solidifies your differentiation and makes them real for your stakeholders.
Most cultural transformation work misses a critical first step.
When asked what culture means, many business leaders respond with answers such as, “It’s the way we do things around here.” “It’s a reflection of our values.” Or “It’s about our employee value proposition and what makes people want to come to work each day.” While these statements are true, they are too internally focused, and they leave out the fundamental external component of highly effective culture. If culture is to be a strategic tool that can help your organization succeed, it must be firmly linked to your overall business strategy and your customer value proposition, or what your customers need and expect to gain from your firm.
Start with the experience you want to create for the customer.
The RBL Group helps your organization build a business case for culture from the outside-in, starting with your brand identity and the promises you make to your customers. Once this is firmly defined through research and interviews, you can begin the transformation work that’s necessary to support the right customer experience.
This starts with identifying any gaps in organization design, leadership capability and HR practices that stand in the way of the desired customer experience. And it includes plans for creating the talent section, development, and rewards systems that encourage the right capabilities, employee behaviors, and corporate values for embedding customer-centric culture into everything your people do.
Create conditions where employees and customers resonate.
When you treat culture as a capability that supports the customer experience and helps the business succeed, employees have a better understanding of the purpose and value of their work. And they become more motivated contributors. Your brand’s reputation is solid and consistent across internal and external audiences, strengthening your market position and further boosting stakeholder confidence.