When customers love you, they’ll turn to you when a particular product or service is needed, and they’ll turn to you first (regardless of the competition). They will tell your story, forming an army of cheerleaders and publicists urging friends, neighbors, colleagues, even strangers to experience your company. Are customers growing your business?
Driving Culture Change
Clarity of purpose means having a definition of what experiences you will deliver. You know the memory you want customers to have and you make the decisions to prepare your people to deliver it.
Stopping by the drive-through to buy a sandwich at Chik-fil-A feels like a joyful event. That’s because the people at the drive-through window are happy people. They were hired for their core values and ability to deliver happiness.
Beloved companies deliberately build a culture of belief. Its the intent and motivation – the “what” and “why” behind decisions that bond people with companies. Beloved companies give control back to customers by trusting them. They suspend the rules and policies, and operate from the belief that customers (and employees) generally do the right thing.
Managing the customer as an asset is one of the three competencies of customer experience reliability. Do you develop customer relationships by nurturing them as an investment that will grow or see them as a cost center?
Memory creation is the currency of your brand. Clarity of purpose ensures you do not leave customer memories to chance. Are there different versions of your brand’s story being told by customers? Or do you deliver memorable points of contact that connect with your customers?
First impressions last the longest. Is your purposeful? We know through social media that customers remember your “hello” and “goodbye.” With clarity of purpose, the beginning and ending moments of customer contact are guided by a unifying purpose.
There is an energy that comes from being believed, from being trusted, and from sending that trust back to customers and employees. Your decisions grounded in belief prove how much you honor customers and employees. They say how fearless you are in suspending cynicism. What you decide to believe defines the spirit inside your organization.
Clarity of purpose means you know the experiences you will deliver. It means knowing what memory you want your customers to have and making the decisions to prepare your people and your operation to deliver it.
Are your interviews as unique as your company? By using a white paper bag as its job application, Amy’s Ice Creams gets to know the creative soul lurking within the teenage candidate standing before them.