How to Build a Company Culture That Helps Customers

How to Build a Company Culture That Helps Customers

by Dr. Rick Goodman on December 1, 2016

Why is culture so important? Ask any given leader and the answer you’re going to receive—as likely as not—is that culture helps retain employees and create strong teams. That’s certainly true, and certainly important. But remember, culture isn’t just your set of internal values; it’s your external ones, too, the values you put on display for the world. As such, a strong culture can help your business retain customers as well as employees.

Of course, that’s assuming you have a culture that empowers your team members to help the customer, and to provide a rich and appealing customer experience. Easier said than done? Not necessarily. Let me offer a few quick, simple solutions.

Creating a Culture That Empowers the Customer

Establish the right metrics for evaluating employees. At first blush, the team member who brings in the most new customers may seem like your superstar—but of course, what really matters is keeping customers. The team member who doesn’t have any returning customers is obviously not providing a good customer experience—and that’s the kind of thing that should be integral to your employee review process.

Hire for the right reasons. Most skills can be taught, but values like respectfulness, timeliness, and active listening… those can’t be, necessarily, yet they are exactly the values that will help your employee to provide a good customer experience. Make sure that you’re on the lookout for these values during the interview process; having a panel of interviewers, instead of doing all interviews solo, can help you case a wider net for these values.

Educate your team members. Team members who understand all the ins and outs of your products, your services, your processes, and your value proposition will be able to communicate clearly and candidly with your customers, while also addressing any questions they may have. Don’t send employees into the field with minimal information; invest in ongoing education and enrichment.

Your culture matters—not just to you, but to your customers. Make sure you consider them as you develop your mission and values.

Dr. Rick Goodman CSP is a motivational keynote leadership speaker who provides solutions globally that help people and organizations lead, engage, and grow their business.

He is also the author of the book Living A Championship Life, “A Game Plan for Success,” and the co–author of the book Jamie’s Journey: Travels with My Dad written with his sixteen-year-old daughter Jamie.

Dr. Rick is famous for helping organizations, corporations, and individuals with systems and strategies that produce increased profits and productivity without having the challenges of micromanaging the process. Some of Dr. Rick’s clients include Heineken, AT&T, Boeing, Cavium Networks, IBM, Hewlett Packard, and Franklin Templeton Investments.

Contact Dr. Rick at or call 888-267-6098 about speaking at your next event!

Dr. Rick GoodmanHow to Build a Company Culture That Helps Customers