ONRcx > What We Do > What is CX Transformation > CX Transformation & Workplace Culture Transformation
The Role of Leadership:
A Conversation with Debra Kerschen
Customer Support Leader - Intel Corporation
Today more than ever a brand needs to be authentic. They need to walk their talk. Don’t say ‘we’re customer-centric’, then make it difficult for a customer to easily access Support. If your actions don’t align with your words, then you create doubt in your customer’s mind about what you really care about. That doubt can fester and undermine your relationship.
If a brand does things that promote trust and commitment, it’s building a genuine long-term relationship. When customers feel cared for before, during and after a purchase, the brand is creating value. You can’t have a deep relationship if you’re not authentic.
How We Help Your Brand To Be More Authentic
Why it matters
How a brand relates to its customers is a direct reflection of how it functions internally and how it treats its own people. If there are internal issues, they will show up in the culture. To change the way a brand acts, it has to start by changing the way it thinks — how it sets strategies and makes decisions.
If achieving CX Transformation is the goal, then a brand’s decisions and actions, both internally and externally, must reflect its top priority, the customer. It’s a mission that must also be embedded in the brand’s culture.
If the prevailing mindsets and attitudes within the organization don’t support that collective mission, CX Transformation won’t take hold, because a brand’s entire culture had to shift, adapt, absorb and embrace the change if the transformation is to succeed.
As in all aspects of life, authenticity is key. Hollow promises and quick fixes can only take us so far. For example, merely initiating a policy on managing customer relationships may get traction initially, but its impact will be limited to those who interact directly with customers.
Employees will come to see it as ‘putting lipstick on a pig’ and reject it as inauthentic. Inevitably, the customer will come to the same conclusion.