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The Transformative Impact of Great Corporate Culture

Company culture impacts many business success factors, not the least of which is a company’s ability to perform and compete at a high level. A great company culture doesn’t typically develop on its own, nor can it be created overnight. Depending on company goals, industry, and other factors, it is often necessary to undergo a transformation that will allow you to build the culture you desire. A study by Deloitte found that 82 percent of executives and HR leaders believe company culture is a potential competitive advantage, but only 19 percent believe they have the “right culture,” and more than 50 percent are currently working to change theirs. Depending on your specific goals and objectives, one kind of culture may be more appropriate than others. Here are six common goals of corporate culture to consider in a culture transformation.

An Emphasis on the Customer Experience

Building a customer centric culture puts the customer at the center of business decisions, a shift that results in higher customer satisfaction and loyalty. In one study, 94 percent of surveyed consumers named a consistently positive customer experience as the main reason they remained loyal to a brand. Achieving a customer centric culture can only happen when every employee sees their role through the lens of the customer and takes action to improve the customer experience, whether or not they are in a customer-facing role. Creating a culture in which every employee has the knowledge and skills to positively impact the customer experience puts the organization is in a better position to attract, retain, and compete for customers.
Curious as to how to transform your culture into one that drives results and  improves engagement? Download the introductory guide here.

An Inclusive Environment

Building a culture in which every person values individual differences allows the organization to make the most of employee skills, knowledge, and experience. Building an inclusive culture also helps to attract and retain talent. Research from Yello revealed that 64 percent of candidates say diversity and inclusion are important factors in their decision to accept a job offer. Moreover, 54 percent of employees said they would consider finding a new job if their employer didn’t demonstrate a commitment to diversity. Some key characteristics of an inclusive culture include:

  • Fairness: Employees treat others with fairness and expect the same treatment.
  • Cultural sensitivity: People recognize and respect cultural differences.
  • Collaboration: Individuals encourage the open and respectful sharing of information, ideas, and experience by all members of the team.
  • Inclusive leadership: Leaders respect and leverage individuals’ differences for the benefit of the team and the company.

High Employee Engagement

A positive culture that enables individuals to pursue their career aspirations and perform to their potential will also have a positive impact on employee engagement. A highly engaged workforce offers benefits to any company. Research by Gallup found that engaged teams deliver higher profitability, lower turnover, and more satisfied customers. Building a culture of engagement will result in employees who are:

  • Committed to learning new skills
  • Motivated to meet and exceed performance expectations
  • Aligned with the company mission and values
  • Empowered to make improvements and solve problems

Effective Leadership Development

A culture focused on leadership development is one in which leaders are committed to continuous skill development and learning for the entire organization. With strong leaders in every area of the organization, teams are more effective and employees have the resources and support they need to perform at their best. Effective leaders also consistently demonstrate the behaviors that are desired in the new culture, offering valuable cues that guide employees toward meeting and exceeding performance goals.

High Accountability

A culture of accountability develops when individuals take ownership of outcomes and consistently follow through on their commitments. Undergoing a culture transformation that focuses on building accountability helps individuals see the importance of closing the gap between intention and results. It also helps them understand the important role they play in meeting company objectives. Characteristics of a high accountability culture include:

  • Leaders who have the discipline to stay the course until a goal is executed
  • Individuals who accept the consequences of outcomes and work to make corrections where necessary
  • Teams that work collectively to understand expectations and commit to achieving them

A Commitment to Safety

A culture of safety develops when employee attitudes and behaviors demonstrate a commitment to total workplace safety. For companies in a range of industries, such as construction, mining, and manufacturing, building a culture of safety supports the health and well-being of employees and can save lives. Specific benefits of a culture of safety include:

  • Fewer safety incidents and associated absenteeism
  • A workforce that is assured of the company’s commitment to employee safety
  • A proactive approach to regulatory compliance

As an organization grows and evolves, it’s natural for the culture to evolve as well. This may result in the need to adjust the culture so that it fully aligns with the needs and objectives of the business. Whether you want to build a culture of leadership excellence or a customer centric culture, leading a culture transformation can help you achieve lasting behavior change that supports ongoing company growth.


Understanding Culture Transformation

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Dave joined Eagle’s Flight in 1991 after having spent a number of years with a Toronto-based accounting firm. Since that time, he has held a number of posts within the company, primarily in the areas of Operations, Finance, Legal, and IT. In his current role as both Chief Financial Officer and President, Global Business, Dave is focused on ensuring the company’s ongoing financial health as well as growing its global market share. In pursuing the latter, Dave’s wealth of experience and extensive business knowledge has made him a valued partner and trusted advisor to both our global licensees and multinational clientele.

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Founded in 1988, Eagle's Flight has earned its reputation as a global leader in the development and delivery of business-relevant, experiential learning programs that achieve specific training objectives and lasting behavior changes.

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