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CX: Tips for creating
a customer-first culture

By Dan Vanrenen | June 2021

Why is customer experience important?


Further, why should it be front and center of decision making? Does it really have to underpin everything an organization does – from setting KPIs to training staff?


The simple answer is yes.


The most important asset for any business is the customer,
so it makes sense to align a company’s culture with this standardized ambition. Embedding a CX-centric culture, therefore, is a business no brainer.

Managing CX expectations with remote workers

To clarify, shifting cultural focus in this manner should not be a case of waving goodbye to age-old principles that have been key pillars upholding a company’s success to date. Rather, it is about using these same core values to ensure your customers’ perceptions are positive, which will ultimately drive loyalty, brand advocacy and sustained growth.


Change creates challenges, and employees may share this mindset. Having spent years learning the ins and outs of an operation or process, they may feel adapting could jeopardize their expertise.


The crux here is to communicate that both a focus on putting the customer first, and adopting new technologies, techniques and processes in order to achieve this, is a gradual, collective effort enriched with learning and development opportunities.


Whatever you decide to do, it is absolutely critical to track its progress – for example, through feedback loops involving both employees and customers. Ensuring your have quality, reliable and bountiful data to collect and analyze will greatly inform the entire CX culture creation process

The benefits

There are numerous pieces of evidence that point to the benefits of embedding a CX-centric culture:


• Companies excelling in the area of customer experience are typically home to employees who are 1.5 times more engaged than firms with poor CX
• Companies with highly engaged employees outperform competitors by almost 150%
Customer experience is becoming more important than price and product to consumers


Statistics like these point to the continuous cycle of employee engagement, positive CX and financial return that can be achieved by placing CX at the heart of your company’s culture.

The benefits

There are numerous pieces of evidence that point to the benefits of embedding a CX-centric culture:


• Companies excelling in the area of customer experience are typically home to employees who are 1.5 times more engaged than firms with poor CX
• Companies with highly engaged employees outperform competitors by almost 150%
Customer experience is becoming more important than price and product to consumers


Statistics like these point to the continuous cycle of employee engagement, positive CX and financial return that can be achieved by placing CX at the heart of your company’s culture.

Empathy mapping – a simple CX-enhancing tool

Empathy mapping is an easy and inexpensive tool that can help create a CX-driven culture.


By definition, an empathy map represents a group of customers or users to identify how they hear, see, think, feel, say and act, based on observations and data gathered by your team (of customer service agents, for example).


Holding such sessions can be an effective way of ensuring your digital transformation projects align with customer insights.

Empathy maps help synthesise your team’s collective knowledge about your users as a group, bringing you closer to a common understanding of who they are. You can use empathy mapping to refresh your team’s understanding before an important decision, or to quickly synthesise your data directly after an observation session.


Empathy mapping is best treated as an ongoing activity. As your understanding grows and evolves, revisit the activity periodically.”

Empathy maps help synthesise your team’s collective knowledge
about your users as a group, bringing you closer to a common
understanding of who they are. You can use empathy mapping to
refresh your team’s understanding before an important decision,
or to quickly synthesise your data directly after an observation session.


Empathy mapping is best treated as an ongoing activity. As your
understanding grows and evolves, revisit the activity periodically.”

In our white paper, Digitally transformed customer experience: The technology and the human, we outline some of the key areas that companies should consider during an empathy mapping session:


• What are some of our users’ aspirations and concerns?

• What would their friends and colleagues be likely to say when using our product?
• What would the user see while using our product in their environment?


By collecting these detailed insights, an organization can truly immerse itself in its customers’ environments, an important step if it is to successfully deploy a CX-driven digital transformation.

Latest Ebook

Digitally Transformed Customer
Experience. The technology and
the human:

How to master multichannel customer service for
an improved experience and customer retention

How to master multichannel customer service for an improved experience and customer retention

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