Are Core Values Important in Customer Experience Management?

Just a quick note on the importance of core values in regards to managing the customer experience and improving customer service.  A colleague of mine was talking about the difficulty he was having with different departments in his company.  He mentioned that he felt that most departments weren’t quite clear how they fit into the overall company or what their role truly was.  He also thought that most staff didn’t really know what the company really stood for.

This is a dilemma that is by no means unique.  I started asking him about the core values of the company and he was not aware if they had ever been identified.  If they had, he had no idea.  He thought that would be a good place to start bringing the business together as a more cohesive group.

What are your core values? While you may have many, develop a core list of 10 and make them known to everyone in your organization.  To really be customer focused, make these known to your customers as well.  You will use these core values as guiding principles for business decisions that you make, the way you do business, new business ventures and opportunities, and for hiring and firing decisions.  They will serve you in the forms of customer service and satisfaction, retention, and increased profits.

In order to be successful and to truly ingrain these core values, they cannot be something that are simply posted on the wall.  They must be upheld consistently across all levels of your organization.  Have you heard the saying “Do as I say, not as I do?”  You must walk the talk here.  Leadership must exemplify these core values for them to be reproduced in your teams.

8 Replies to “Are Core Values Important in Customer Experience Management?”

  1. Glad you commented Dinesh.

    I believe your second point is the most important. The core values must be the DNA of the company and therefore will be exemplified at every level, not just a “wish list” or for “customer showcase.” In order for them to even be defined as a core value, they must be one of the strong holds of the business.

    Thanks for stopping by 😀

  2. Hi Kristina.!

    Indeed a nice direction to interlink core values to customer experience mgmt… 🙂

    Few thoughts from me…

    1. Core value in the organization should not end just with a bullet point & displayed. Mgmt should compose a detailed each core value’s perception, significance & interpretation to the business. It would help each one & new person in the organization to grasp better

    2. Mgmt should fully believe these core values are not defined only for customer showcase. They should ensure Core values should first get exhibited within the employees & departments (I could say internal customers..!!!) .. If so logically the real customers could experience in their business relations.

    3. Business performance should be driven by core values and the Core Values should drive the Business Performance (If not we are in wrong way 🙁

    Dinesh

    Dinesh Kalirajan says:
  3. Kristina,
    I really appreciate your approach and have had similar experiences in my organization. I also appreciate Chris’ comment. When we began setting up our service standards (core values), we had to create them to be applicable to everyone in the entire organization, not just for those who directly served customers. We took into account what Chris wrote: if you’re not serving a customer, you are serving someone who is.
    The secondary benefit to this was some major enhanced internal service. Everyone now felt like they were a part of the organization, not separated by front-office or back-office. We all had a similar goal with a primary focus. Everyone knew that they played an integral role in our organization’s success.
    Jake

    1. Hi Jake,
      You bring up an excellent benefit of the core values – everyone feels as if they are part of the organization. When everyone feels like they are part of a common purpose, it generates a more cohesive group. The internal customers are just as important, if not more so, than the external customer. When they are focused, along with leadership, to best serve the customer, they are also best serving the customer.

      Thanks for stopping by to comment and I look forward to your next comments.

      Kristina

  4. I’d add another piece of advice for staff organizations or those leading them.

    Pay heed to the service business adage, “If you’re not serving a customer, you’d better be serving someone who is.”

    Knowing how every staff role supports the ultimate goal, or in other words, what the path to the customer looks like for each staff organization, helps make staff roles and functions tangible in their support for customers and service.

    1. Thanks for the comment, Chris.

      Not many businesses take into consideration that adage. I love that. It just calls it like it is.

      Every position in the company needs to work together to benefit both the customer and the company. Many feel that because they work behind the scenes that they don’t have an impact, but they certainly do.

  5. Hi Kristina,

    What a great post! When employees don’t fully understand the part they play within an organization, they tend to focus on tasks. This in turn tends to lower performance standards and customer/co-worker experiences.

    I like how you take it to the next level… Great, you know the core values, but are you willing to share them with your customers to raise the level of accountability?

    Thanks for sharing your insights!
    Jen

    1. Hi Jen,

      I agree with your point completely – when employee’s don’t fully understand the party they play, they are only task oriented. I believe that transparency is the key to making it successful. After all, how can anyone play the game full tilt if they don’t know the rules? The same applies here – how can anyone exemplify and demonstrate the expectations if they weren’t explained well in the first place?

      Thanks for your comment Jen and I’m so glad you enjoyed the post.

      Warm regards,
      Kristina

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