When the leaders of a major retail pharmacy chain set out to enhance customer satisfaction, market research told them that the number one determinant would be friendly and courteous service. This meant changing the organizational culture in hundreds of locations—creating an open, welcoming atmosphere where regular customers and employees knew one another’s names, and any question was quickly and cheerfully answered.
If you’re trying to instill this kind of organizational change in your company, then you face not just a logistical shift, but a cultural challenge as well. Employees will have to think differently, see people differently, and act in new ways: going the extra mile for shoppers, helping them articulate what they’re looking for, and working harder to keep items from getting out of stock. Employees also need to continually reinforce the right habits in one another so that the customer experience is on their minds everywhere, not just at the pharmacy or checkout counter, but in the aisles and back room as well. Conventional efforts to make this happen by “changing the organizational culture” in a programmatic fashion won’t get the job done.
One method that can help is known as pride building. This is a cultural intervention in which leaders seek out a few employees who are already known to be master motivators, adept at inspiring strategic awareness among their colleagues. These master motivators are invited to recommend specific measures that enable better ways of working. It’s noteworthy that pride builders in a wide variety of companies and industries tend to recommend three specific measures time and time again: (1) giving more autonomy to frontline workers, (2) clearly explaining to staff members the significance and value (the “why”) of everyday work, and (3) providing better recognition and rewards for employee contributions.