The Customer Service Survey

Customer Experience is Driven by Core Values

by Peter Leppik on Fri, 2017-07-21 13:26

It seems that corporate culture may soon be having a moment. An article in Recode yesterday by Patrick Quinlan highlights the many recent high-profile examples of corporate misbehavior, such as Wells Fargo to Uber, and argues that the root cause of these problems is that many companies have viewed ethics through the lens of compliance rather than core values.

The problem, in Quinlan's view, is that for too long many companies have lacked any core values other than making money. Not breaking the law is also in there somewhere, but as a secondary consideration. You can see how this leads to problems. If a company's core values are "make money" and "don't break the law," but you only get fired if you don't make money, then employees are going to break the law and turn a blind eye when their peers and managers are a little loose with the legalities. This applies all the way from the C-suite to the salesman, except that the salesman is more likely to get blamed with misbehavior comes to light.

Customer Experience, like ethical behavior, is also driven by a company's core values. You hear most any CX expert talk about "Leadership" as one of the core components of success in Customer Experience, and this is what the Leadership is all about.

Effective leadership in Customer Experience means making the customer part of the mission and core values of the company. It's not just the business school mechanics of structure, governance, incentives, and metrics. It's about genuinely caring about how the company serves customers.

I don't know if Quinan is right, and that we are going to see more companies reevaluating their core values. I agree that the lack of any deep moral compass in most large businesses (other than "maximize profitability") is a huge problem today, and not just in the areas of not abusing customers or employees. I see it in the way that global tax evasion has become an accepted way of doing business, and the way some enormous companies don't seem to care whether or not their employees have to choose between eating, paying rent, or visiting the doctor.

So I do hope that this is going to become a greater part of the conversation. Because if a company can align itself with the right set of core values, many other things will be a lot easier, from Customer Experience to staying out of legal trouble.

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