Does your company have a culture that demonstrates their commitment to customers in their everyday actions? At Walker, we have a framework for helping companies create customer-focused action. We call it the hierarchy of engagement and it’s based on the following principles:
- Awareness: Creating action starts with awareness. Often overlooked and perhaps one of the most powerful ways to create awareness is to give your purpose, your team an identity.
- Understanding: Once awareness is achieved, the next step is to build understanding. People must be able to connect the customer experience initiative to their job. They have to understand what it means to them.
- Belief: This is about getting others to understand what you already know. You need to communicate that the customer experience isn’t just the right thing to do, it creates a competitive advantage, improves retention and growth, and delivers a return on the investment.
- Action: Once someone believes in the initiative, they will take meaningful action. This is where transparency and authenticity show-up. It’s about listening, taking credit for your strengths, and acknowledging the work that remains.