Values are powerful, not as a set of words displayed behind reception but as a set of shared beliefs that express who you are and what’s important to you organisation. The best values guide the choices you make and the way you act.
For us creating great brands and great customer experiences starts with powerful values. Brands are created by the sum of impressions, memories and experiences a person has of us. We need to think about each and every customer interaction (or brand touchpoint) and what it says about our brand, from the marketing email we sent last week to the way we answer the phone to the colour of our logo.
Customer experience research can be a powerful driver for change in brand values projects. When defining your organisational values it’s crucial to have a deep understanding of what’s important to your customers and what will resonate with them. A recent project with Hallam Students’ Union demonstrates the value of bringing customers into the organisation to do this.