Most organizations which try to be intentional about their Mission and Vision also try to be intentional about their Core Values – those qualities that note what’s important to the organization, how their people work together, and how personnel relate to each other and those they serve.
A company could have Core Values such as entrepreneurship, teamwork, respect, responsiveness, openness, and customer-focus. To really live those Values, they need to ensure that the customer experience incorporates many of their Values.
What I’m suggesting is that the organization doesn’t ONLY get employees together to design the experience around those Values. In addition to that part of the process, let your customers define your Values – what do those Values mean to them?
This is best done in Focus Groups, but feel free to tap into any of your Voice of the Customer vehicles to solicit input. Ask them “What does a ‘respectful’ interaction look like to you when you’re talking with our staff?” Inquire about how they define ‘responsiveness,” asking what your organization could do to be responsive to their needs and issues. Ask them what ‘customer-focus’ looks like when they’re the client.
Words can mean different things to different people, and if you want your Values (the words you use) to lead you to a great customer experience, design that experience around your customers’ definition of the words.
Let the Customer Define Your Values.