Bizpreneur Middle East May 2021 | Page 46

DOES YOUR COMPANY STRATEGY FOCUS ON HOW TO BUILD YOUR CULTURE AS WELL AS YOUR REVENUE?

BY AUDREY HAMETNER

The newly published finding from McKinsey shows that 85% of senior management believe that they can live their purpose through their day-to-day work, yet 85% of frontline employees are unsure or disagree with this statement. If culture is defined as ‘the system of values, beliefs, and behaviors that shape how the real work gets done within an organization’ (Deloitte), here are a few tips on how to build a culture where every employee is involved and can deliver their best.

 

1.      Make sure VOC (Voice of the customer) is driving your DEI (Diversity, Equity & Inclusion) Strategy

 

‘Leaders must embody the values to cultivate a friendly D&I culture and implement a systemic approach with measurable impact to create lasting and sustainable change.’

– Erika Johnson

 

Diversity of markets, customers, ideas, and talent is driving the need for DEI (Diversity, equity & inclusion) as a new leadership capability and pillar in company strategy. Your client base is diverse, so if you want to attract more clients, it makes sense that the company should be able to relate when you need to communicate. This is where hard data and robust analytics provide the tools and information that can be shared up and downstream within the company. Ultimately, this information strengthens the outcomes of initiatives and helps to build a trusting and strong culture within the organization.

 

Your company culture drives people’s behaviors from the top down, which also guides your teams' ability to provide a good customer service experience. Without the right people on your front line, you lose. Without the right people displaying the right attitudes, you lose. And with the right talent feeling unfairly treated, unfortunately, you lose again.

 

What can be done, and how long will it take?

                                                                                                              

A clear senior leadership culture - based on your mission and the needs of your customer segments - will attract people who resonate with your organizations’ why and values. Research from the Center for Talent Innovation has found that inclusive leadership and clear career paths are two “levers that drive inclusion.”  This, in turn, drives high levels of engagement, company-wide consistent customer service, and ultimately, improved financial performance.  

2.      Harness the Powerful Combination of DEIB (diversity, equity, inclusion, and belonging)

 

Diversity: the art of thinking independently together’

- Malcolm Forbes

46 | BIZPRENEUR MIDDLE EAST May 2021