You obviously do.
Otherwise you wouldn’t waste your time reading this blog.
Stop and consider for a while whether the Client is really treasured in your company. Start by asking the question… How do we really do things here?
It is all about the collective way of doing things.
- What are the attitudes?
- What are the processes focused on?
- How do you shape the behaviour of your employees?
When in a group, individuals go through a process of conscious and unconscious learning about what is valid behaviour in that group. There could be a disconnect with personal values of ‘what is the right thing to do’, but sometimes we tend to close an eye simply to fit in.
Many studies, including Angelos Pantouvakis, Nancy Bouranta, (2013) and Gillespie M.A. (2007) found that organizational culture relates significantly and positively to client satisfaction. Therefore, analysing and changing your organisational culture is a viable way to improve client satisfaction.
Angelos Pantouvakis, Nancy Bouranta, (2013) also add that there is also an interrelationship between organizational learning culture, employee job satisfaction and their impact on client satisfaction.
This study showed that when the employees are supported by their organisation’s culture, not only are they provided with new knowledge and skills, but they are also more likely to be satisfied by their jobs. This spurs them to offer high‐quality services that will satisfy your clients’ needs.
In addition, this study empirically supported the premise that the indirect effect of organizational learning culture on client satisfaction via employee job satisfaction will be stronger when employee education is at a high level than when employee education is at a lower level.
You can initiate the change in culture by focusing staff attention to the Core Values of the organisation. Core Values should be the values that drive your organisation. They act as reference points in setting strategic and tactical decisions.
The recent imposition of by the Chinese courts on GlaxoSmithKline China due to convictions of bribery cases is a case in point. GlaxoSmithKline have promised to investigate how this happened since it stated that this behaviour falls outside of its values – yet it is facing other such related cases of bribery from other countries. This shows that other than setting values, you need to have a way of measuring whether such values are being followed.
An efficient way to do so is to monitor how your staff treats your clients and if there is a disconnect with the values you are trying to promote. A Client Relationship Management system provides a framework that records and tracks all interactions between your staff and your clients. This facilitates the promotion of a culture of openness and strong corporate governance, which in turn help to encourage staff to live your organisation’s core values.
Check out our Customer Retention Toolkit. Set your objectives.
If you would like any assistance in your review process, do contact us, we can help.
Angelos Pantouvakis, Nancy Bouranta, (2013) “The link between organizational learning culture and client satisfaction: Confirming relationship and exploring moderating effect”, The Learning Organization, Vol. 20 Iss: 1, pp.48 – 64
Gillespie M.A. (2007) “Linking organizational culture and client satisfaction: Results from two companies in different industries”, European journal of Work and Organizational psychology
Source: Moua M. (2012), “Leading with Cultural Intelligence”, Chapter 2 Section 3: http://catalog.flatworldknowledge.com/bookhub/reader/5575?e=moua_1.0-ch02_s03