NOVEMBER 2023MARTECHOUTLOOK.COM8IN MY OPINIONBy Bradly J. Sax, Customer Strategy & Experience, Vice President, LendleaseHOW CULTURE AND OPERATIONS DRIVE CUSTOMER EXPERIENCE (CX)I think of culture as a combination of an organization's personality and how that personality affects its actions. It is the behaviors, processes, policies, procedures, expectations, ethics, values, attitudes, goals, and how the people in the business conduct themselves and operate the day-to-day of the business.An organization's culture serves as a goalpost for your associates and how they interact and react to your customers. It determines your associates' behaviors, the way they communicate, and how they interact with their (and your) customers. Without a well-thought-out and managed culture, your associates are left to their own devices. The delivery of good customer experiences is left to luck. Without it, your associates tend to be more transactional and don't create interactions that grow into relationships.That's why culture is a key driver for customer experience (CX) outcomes and why organizations with great customer outcomes focus on it. Strong CX initiatives can build your culture to one that is focused on the customer and can drive your business outcomes and become a significant competitive advantage. Competing on product, service, and price is difficult and can create stress on profitability. After studying businesses that perform best financially, I've learned focusing on customers, what matters most to them, and defining your business operations through that lens leads to great customer experiences and better financial results. Successful customer experience companies seem to focus on four principle categories in creating a culture and operating their business. They are Leadership, Associates, Partnerships, and Experience Management. Let's explore each one. LeadershipNo other group of people has a greater impact on the customer experience than your leaders at all levels of the organization ­ from the boardroom to the front-line supervisor. Their ability to; create a customer-centric culture, commit to the betterment of the customer experience, embrace the competencies required of today's great leaders, and possess the strength to hold themselves and their teams accountable to a balanced scorecard of success metrics.It starts with the CEO and their executive team. Many executives tell themselves, stakeholders, and associates that they want to "make the customer the center of activity" and "create value and lifetime loyalty." Sadly, this is often empty rhetoric not backed up by their actions. Let's look at key focus areas that strong leadership contributes to delivering great customer experiences.· Executive Attitudes­the personality, leadership characteristics, and outlook on customers and associates· Associate Centricity -putting more emphasis on your associate experience compared to your customer experience.· Customer Centricity ­ Going from lip service to making all decisions by understanding its impact on customers.· Outcomes& Continuous Improvement - Measuring outcomes/KPIs from a balanced scorecard and striving for constant betterment. AssociatesThere is a lot of ground to cover in the CX foundation of Associates. Your team members' relationship with your organization defines their level of engagement leading to a level that is fully absorbed by and enthusiastic about their work and so, takes action to further your reputation and interests. Bradly J. Sax
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