Organizations are making hefty investments into technology to try to deliver better digital customer and employee engagement.
Like making a new year’s resolution and buying a personal fitness tracker, these teams may use their new technology for a while. But they often lack the focus and discipline to keep their resolutions.
What makes it possible for some organizations to sustain their commitment, while others fizzle out? At least part of the answer can be found in Return on Character by Dr. Fred Keil, and The Culture Cycle by James Haskett. Organizations with the right cultural foundation tend inspire more focus and discipline and – as a result – more sustained growth and profitability.
When an organization understands the return on investment that comes from creating a great culture, the natural next step is to write value and mission statements. But in “The Value of Corporate Culture”, the authors note that creating and publicizing these statements has almost no bottom line impact.
How, then, can an organization create a culture that profitably maximizes employee engagement and continuously delivers great customer experiences?
Creating a culture that employees want to engage in, that delivers great customer experiences, and that sustains profits, is more like a fitness program than a fitness tracker. It takes sustained, disciplined effort. The tracker may help to keep you accountable, but the tracker won’t change your behavior and transform your life.
The first step to creating a great culture is a trustworthy leadership team. Sadly, this is uncommon. Research cited by BusinessWire notes that only 14% of employees think that their company leaders are ethical and honest. How important is this? Modern Survey suggests that trust is the critical factor in employee engagement – with 8% of disengaged employees trusting their management team and 92% of fully engaged employees that trust senior management.
Once a solid foundation of trust is in place, a clear people-focused mission can unite a team around a common purpose. Finding a mission can be tough, but it is far from impossible. In “How an Accounting Firm Convinced Its Employees They Could Change the World,” Harvard Business Review describes how KPMG created a bigger purpose that delivered greater employee engagement. Have you ever worked for an accounting firm? If they can create an engaging mission, your organization can too!
Download the infographic on the ROI of a People-Centric Culture to see all of the data and references.
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