The Importance of Company Culture

By Katie Kabat

How the company culture affects the customer experience.

Keeping the company culture positive and strong keeps a company thriving for many reasons. A good, strong company culture brings in the best talent for the company, which makes it more likely to fulfil customer experiences, bringing the business closer to success.

In a PwC study, 73% of U.S. consumers mentioned that the experience was the first priority when deciding to purchase. Second priority was price, and third, product quality. A business with a main focus on customer service and quality interactions will often see a positive feedback, from reviews and recommendations, promoting faster growth in revenue and customers. 

What is company culture?

Anyone who works in a company can tell you that the social environment is an important part of choosing a job. However, culture is more than just how the workers treat each other. It is also about how they treat the customers and where it’s most important priorities lay. 

An important part of culture is to have the focus to do good for the community you are working for. For example, in an online commerce industry (think Amazon or Etsy), a company’s culture should be based around improving the customer experience while maintaining a productive and profitable work environment. As the former CEO of LinkedIn,  Jeff Weiner said in a New York Times Interview, “ Culture is who we are. It’s essentially the personality of our company — who we are and who we aspire to be.”. 

A company’s values are a subset of culture, but should always be the driver of the culture. Values are the principles upon which we make day to day decisions. They are intended to drive the company toward success. They also help with motivations in recruiting and productivity. 

Role of recruitment

The company’s talent should be their number one priority. The employees are who the customers meet and therefore that’s where they get their impression of the company. If the customer meets with a hard working and friendly employee, they’re more likely to return and recommend the company to others. 

Prioritizing talent first, and specific experience second, the culture becomes unique and stands out to the customers. This also creates a commitment from the employees to build a value-based foundation that will reach the targeted community. The relation between talent and customers is where a good company culture can make all the difference.