The Global Organizational Culture Survey 2021, which surveyed 3,200 professionals and global leaders, reveals that 67% of participants consider culture more important than strategy or operations.However, there is a growing disconnect between what leaders stand for in relation to culture, especially with regard to diversity, equity and inclusion (DEI), and what employees actually experience.
This disparity can hinder companies' ability to attract and engage talent, highlighting the need to genuinely incorporate DEI values into cultural practices. Building an inclusive culture where people feel safe and authentic requires high levels of trust, which is increasingly challenging in an increasingly digital environment.
According to Alexandre Slivnik, expert in service excellence and vice president of the Brazilian Association of Training and Development (ABTD), the organizational culture, when inserted honestly and transparently, has been shown to be one of the main factors for customer loyalty and the creation of true fans of a brand. “Companies that invest in building a solid business culture can transform customer service into a competitive differential, promoting satisfaction and, above all, the delight of the customer”, he says.
The importance of this process is reflected in Digital Transformation. According to the Digital Transformation Brazil Index (ITDBr), the dimension of people and culture, with an index of 3.4 on a scale of 1 to 6, is pointed out as the biggest obstacle to digital advancement. CEOs who implement generative AI, for example, believe that technology will increase the efficiency of working time, but employees remain skeptical, with only 43% in Brazil expecting improvements in productivity in the next five years. To overcome distrust like this, it is essential that corporations promote transparency and involve their employees in the process of technological adoption, creating a culture based on trust.
This concept has been increasingly discussed in the market.“Many companies want miracles to spend delighting customers overnight but, in the long run, only the technique does not hold. You need to understand about purpose, culture and leadership to generate the enchantment, which is the consequence”, he explains.
The enchantment of the customer, according to Slivnik, is the result of a process that begins at the core of the company.He argues that engaged employees, who share the purpose of the organization, are the key to creating a service experience that exceeds expectations.The author organizes these concepts into four fundamental pillars, described in his book (“The Power of Attitude”): Purpose, Culture, Leadership and Enchantment.In it, the expert argues that these foundations can be applied in any business, regardless of size or sector, resulting in greater audience loyalty and a deep emotional connection with the brand.
“It is through inspiring and empowered leaders that companies can disseminate an organizational culture that really sustains the enchantment in the long term. The truth is that the enchantment of the external customer is a consequence of the enchantment of the internal customer”. The construction of an enchantment experience, therefore, is not only a matter of service techniques, but involves an integrated strategy that permeates the entire organization.
The work is highly recommended for all professionals who want to understand the impact of organizational culture on customer service and how this can be a decisive factor for the success of any business.As a special attraction, readers who acquire the book in the pre-sale they will have access to an exclusive MasterClass, with practical strategies to turn customers into fans.
