SUCCESSFUL BRANDS
" If your employees are only going to remember one thing, one organizational statement, it should be your customer experience action statement."
Most companies have multiple statements— mission, purpose, core values. The problem with having numerous statements is that employees can’ t keep track of them or remember them. The one statement that all worldclass customer experience organizations have in common is they all have a customer experience action statement that they make sure every one of their team members knows and that they understand in detail.
So why would a company consider adding another statement, a customer experience action statement? Because a customer experience action statement is the one thing that is, well... actionable for employees. Don’ t get me wrong. I love my companies’ mission statements and purpose statements. However, a mission statement is a compass for what the organization wants to achieve in the long term. A purpose statement is the why.
For example, when we worked with Starbucks, their purpose statement was“ To inspire and nurture the human spirit one person, one cup, and one neighborhood at a time.” That is a great purpose statement.
However, if someone comes in and orders a venti soy latte, and the barista gives it to them exactly how they ordered it, in ninety seconds, did the barista inspire or nurture their human spirit? Probably not. That is something that takes dozens and dozens of positive experiences.
Mission and purpose statements are both outcomes. A customer experience action statement is the brand’ s CX North Star. It is a clear call to action of what every employee should intentionally achieve every time they interact with a customer.
If your employees are only going to remember one thing, one organizational statement, it should be your customer experience action statement. Unlike your mission and purpose statements that you may post on your website, a customer experience action statement is not for anyone outside the organization to see. It is only to be marketed to your employees. That is why when The DiJulius Group helped Starbucks create their customer experience action statement, they put it inside every green apron. So all of their partners( employees) would see it multiple times a day.
Starbucks ' action statement: We create inspired moments in each customer ' s day
• Anticipate
• Connect
• Personalize
• Own
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