Company culture and customer experience; the key to an effective website
In 2016, Forrester Research published their US Customer Experience Index. While it looked at American brands and organisations, its findings are just as relevant today for companies in the UK.
It found a distinct relationship between company culture and customer experience (CX). Companies considered to be CX champions tended to have a culture based on human values such as integrity, transparency and generosity.
By contrast, the companies which performed less well frequently geared their company culture around financial goals, with profit top of the list.
Since we’ve already looked at customer experience in relation to omnichannel marketing, we thought we’d look at how this combination of culture and customer experience can benefit a business’ digital presence.
Understanding our own clients’ culture
In our daily lives as a web development agency, we’ll often discuss how our technology solutions can help organisations deliver a personalised customer experience.
Platforms that can gather data will allow businesses to gain insight and, in turn, provide improved services and solutions to their own clients and customers.
But in order for us to create these systems and platforms, we need to understand the needs and objectives of our clients’ businesses and gain an insight into their company culture.
Personalisation is key
Part of our briefing process involves looking at the specific technical requirements of a website or bespoke web application in relation to the way that the business runs.
However, deeper insight is required when considering how individuals are going to interact with the platform, both customers at the front end and staff members at the back end.
In both cases, the solution will need to be personalised so that anyone who uses the platform is doing so efficiently and easily, without wasting valuable time.
Personalising the platform for the needs of both customers and employees will only be achieved when, as an agency, we get to know the business, its people, its culture, and its day-to-day processes.
Every business is about building relationships.
We build relationships with our clients who in turn build relationships with their own customers.
But the whole process will only be effective when everyone has a clear understanding of what everyone wants.
When it comes to designing and developing a website, this means two things:
- Ascertaining precisely what can be done to the admin section of the site that might improve operational efficiency for the business.
- Determining exactly what will make a customers’ life easier when it comes to purchasing a product or seeking information from the front end of the site.
But it also requires getting to know a business on a more granular level. This is where the importance of face-to-face meetings and physical interaction comes into play.
A few hours of meeting the people behind the business gives us greater insight into how the company operates, allowing us to challenge existing practices and improve the productivity and usability of the platform we’re creating.
“I am not a number!”
We live in a world where data is a highly-sought-after commodity. But when businesses start to look at their customers solely as statistics, measurements and numbers, they run the risk of dehumanising their brand.
We may be applying a technology, but we should never forget the fact that there are going to be humans behind and in front of it.
A vital part of the technology we deploy, from bespoke booking systems to content management systems and eCommerce platforms, is the ability to gather client data.
This data can then be used to improve customer service and increase brand loyalty. However, In order for this to be truly effective, it needs to be a philosophy embedded in the fabric of the company culture.
Company culture and customer experience
And so we come full circle.
By understanding the culture of a business, we can create truly bespoke platforms that allow an organisation to offer their own customers an experience that accurately reflects this culture.
And by using the data from the visitors who interact with the platform, a company can update, improve and evolve this customer experience to encourage trust and loyalty in their brand.
This combination of understanding the culture of a business, recognising the needs of their customers and creating a digital platform that reflects both is the reason why we’ve built long-term relationships with our clients.
If you’d like to find out how we can do the same for your business, contact us today.
Website Design & Development