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How Your Company's Culture Benefits Your Customer


It is important to have a strong company culture, and we have discussed the value of this in other blog posts. But you may not realize that a strong company culture can also benefit your customers as well.

How Your Company's Culture Benefits Your Customer

Nowadays, customers can use the internet to find out anything they want to know about a company, like its history, products, and services, so it is crucial that the content that you put out there reflects the company's values.

Customers can select the companies they want to do business with based on whether or not that company shares the customer's ideals. A good example of this is the recent news story in which the bakery refused to make a cake for a same-sex couple. Depending on how a customer feels about this issue, s/he may choose to boycott or support such an organization. 

Every piece of content drafted by your organization should be in step with its culture, and this includes everything from social media to advertising channels as well.

What happens, though, if you haven't established a strong enough company culture? Well, one thing to remember is that company culture thrives on its employees' active engagement. John Coleman of the Harvard Business Review explained how there are six characteristics that comprise a company's culture, and those six principles are:

  • Vision - Through blog posts, articles, and other content, managers can share relevant information with their employees that reinforces their company's vision.
  • Values - A company's values are the guidelines that need to be followed in order to help its vision come to life. 
  • Practices - Putting values into practice strengthens a company's culture (i.e, putting your money where your mouth is).
  • People - Companies that enjoy a healthy culture are companies wherein all of its employees on every tier love to come to work every day. Engagement levels in these kinds of companies are higher, and employees are made to feel valued by management, who include them in decisions that can impact their daily activities. Hiring employees who share a strong belief in your company's vision can lead to increased productivity and decreased turnover.
  • Narrative - The company's narrative is its personal history, and re-telling the company's story to new hires, or anyone else who'd like to hear it, helps to reinvigorate its culture.
  • Place - Place is the physical work environment, and it plays an important role in company culture because different work environments breed different employee interactions. For example, employees who work in cubicles may not be as open to working together as would be employees who work in more of an open area.

These six concepts are the vertebrae of the spine that is company culture. Having a strong company culture can result in a strong image, improved and consistent levels of employee engagement, and better alignment between the staff and the company's objectives.

Remember that establishing and nuturing a culture in a geographically diverse workforce is much harder, and can be made much easier by using your field mobile software to provide each rep with a daily dose of fundamental beliefs and behaviors.

Every company is different, and therefore so is every company's culture. Each company's culture must be allowed to come naturally and must not be forced. Consumers can smell phoniness like blood in the water. If your company's culture is authentic, customers who feel a kinship to your values will line up behind you.


How strong is your company's culture? See how your company's culture fares against the cultures of your peers by clicking below to receive our free Field Force Productivity Assessment.


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Topics: company culture retail customer