If there's one thing every company strives for, it's to drive customer satisfaction consistently across the board. After all, a satisfied customer is a returning customer—and I can speak from experience.
I just returned from an amazing vacation—well, a little work mixed in—but a vacation nonetheless. It was a cycling trip with one of my favorite companies, Backroads. Now, you should know, my husband and I have taken seventeen trips with Backroads, traveling all over the world under their expert guidance.
This trip was special, though, because we were with a group of travelers who were only on their second Backroads adventure. While they, like us, had seen the world, they had always done it with other travel companies—until they discovered Backroads.
One night at dinner, we were swapping stories about the places we’d been and the adventures still on our bucket lists. Then, the conversation shifted to something really interesting: which company we’d trust to take us on our next trip. It was unanimous—we were all sticking with Backroads, hands down.
Why? Well, it wasn’t just the destinations or the adventures. It was the way Backroads consistently treated us. Whether it was a trip to the mountains of Peru or the vineyards of France, whether we traveled in peak season or off-season, the level of care, attention, and consistency was simply unmatched.
And that got me thinking—how does a company with over 900 employees, spread across the globe, manage to deliver such a consistently high level of customer service? The answer is simple: it’s their corporate culture. When a company’s culture is right, everything else—including the ability to drive customer satisfaction—falls into place.
Company culture is the backbone of how organizations, big or small, deliver on their promises. It’s what ensures that every employee, in every part of the world, is aligned with the company’s values and vision. When your company culture is strong, driving customer satisfaction becomes second nature—because everyone knows exactly how to contribute to that goal, no matter their role.
Why Does Corporate Culture Matter When It Comes to Driving Customer Satisfaction?
Now getting your company culture right is a little easier said than done, because this isn’t just about making your workplace more enjoyable—it’s about getting results, especially when it comes to driving customer satisfaction.
A strong company culture doesn't just benefit employees; it directly influences how they interact with and serve customers.
Here are some powerful reasons why corporate culture matters when you are looking to drive customer satisfaction:
- 4x Revenue Growth: Companies with strong cultures see a fourfold increase in revenue growth compared to those with weaker cultures. A positive culture empowers employees to serve customers better and drive business results.
- 72% of Executives Prioritize Culture: A majority of leaders recognize that culture is essential for organizational performance. When employees feel connected to their company’s values, they’re more likely to deliver exceptional customer service.
- 147% Higher Earnings Per Share: Organizations with highly engaged employees outperform their competitors in earnings per share by 147%. Engaged employees tend to provide better customer service, directly impacting the bottom line.
- 20% Increase in Employee Engagement: Companies that invest in initiatives to improve customer experience see a 20% boost in employee engagement. This creates a positive feedback loop where better customer service drives employee motivation and loyalty.
- 73% of U.S. Consumers Prioritize Experience: Experience ranks just behind price and product quality in consumer purchasing decisions. A strong company culture enables employees to deliver better experiences, keeping customers satisfied and coming back.
Simply put, companies with strong culture have:
- Stronger employee engagement
- Low employee turnover
- Increased productivity
- A fantastic reputation
- Stronger customer retention
- Better bottom-line results
Pretty impressive right?
When you build a strong company culture, driving customer satisfaction becomes a natural outcome. Employees are more engaged, motivated, and equipped to create memorable customer experiences, leading to long-term business success.
Top 5 Ways To Build An Engaging Culture (and Drive Customer Satisfaction)
Building a strong, engaging culture is essential if you want to drive customer satisfaction and employee engagement. But as simple as it sounds, it’s not always easy.
Creating a culture that aligns with your company’s values and vision requires intention, consistency, and, most importantly, commitment from leadership.
Here are five key strategies you can implement to start building a culture that not only engages your employees but also drives your overall business success:
Define It
You need to begin by getting specific about what your culture is, what you want it to be, and how your team will know they are part of the culture. Your values are certainly a part of this, but beyond that, companies often name their cultures. Like Nike – Just Do it or Zappos – Customer First Culture.
Practice It
Once defined, your culture needs to be a part of and visible in everything you do. From your onboarding to your performance reviews, to your team meeting and your leadership communications. People need to hear about your culture and see it infused in everything you do.
Recruit and Promote It
I call this one protecting your culture. If you want your culture to succeed and make the impact it needs to make at your company, then you need to ensure that every leader is a walking example of your culture. Then recruit new team members who align with your culture and promote only those who are in alignment with your culture.
Engage It at Every Level
For a culture to work, your team needs to feel a part of it and have ways to engage in it. Create opportunities to listen to your team members, provide opportunities for them to share new ideas and be a part of solutions.
Test It
It is important to measure your culture to see if people feel engaged, the impact is happening that you’d hoped for, and if any updates or changes need to be made.
Implement those five strategies, and your culture will take off in your company.
But if you truly want to reap the benefits of company culture, then I have a bonus for you.
Bonus Strategy
If you truly want your culture to take root and become a lasting part of your company’s DNA, here’s one more critical step: Create Your Own Folklore. Every great culture is built on stories—stories that showcase your values in action, bring your mission to life, and inspire both your team and your customers.
Start collecting real-life examples of how your culture is making a difference. This could be an employee who went above and beyond for a customer, a team that collaborated to solve a problem, or a customer who experienced exceptional service because of your company’s unique approach. These stories aren’t just feel-good moments—they become the folklore that your employees can rally around and take pride in.
Share these stories in team meetings, newsletters, or even on social media. When employees see the culture reflected in their everyday actions, they feel a greater sense of ownership and belonging. And when customers hear these stories, they understand that your culture isn’t just a set of words on a wall—it’s something real, something that benefits them directly.
Remember, stories make a culture easy to understand and stories make it stick. And the more your culture sticks, the more your company will grow!
