Six steps to instilling a quality-driven business culture

Forming a quality-driven culture at work should be a priority for all business leaders, not only those working in the service sector. Employing a workforce that is motivated and empowered to deliver high-quality customer service is critical for any business looking to achieve long-term goals and secure a position of lasting value in its chosen marketplace.

business cultureFor senior management teams, providing the necessary guidance and vision is key to promoting a quality-driven culture. Standards are set from the top and communicating the aims and goals of a business will help to establish a positive business culture.

The journey towards a quality-driven culture can be split into six distinct steps:

Step 1 – Articulate – setting out and communicating a clear set of values and a distinct business vision is an essential task for business leaders. A start point and an end goal must be established and understood by all employees. Teams can be coached in preparation for the culture transition through workshops which introduce them to the behaviours that will need to be adopted so that they start to live and breathe the firm’s cultural ethos.

Step 2 – Permeate – once cultural goals have been established, they need to be integrated into existing business models so that they permeate the day-to-day running of the organisation. Everything the firm says and does should reflect this new vision and set of values, from the hardware it uses, to the look and feel of the offices, its marketing collateral, its customer service and training programmes. A consistent approach to messaging and the company’s vision should be evident across the business.

Step 3 – Empower – in order for a business to continue delivering high-quality services as it grows, employees should be empowered to act as brand ambassadors. The business’ vision and values need to be clearly understood and training programmes may be necessary to ensure that individual employees are able to present the firm to the marketplace in a positive and impactful way. Star performers within a business can be positioned as cultural leaders, inspiring others and encouraging a focus on self-development.

Step 4 – Standards – meeting quality standards should be a priority for any business and by establishing standardised ways of doing things, organisations can ensure these are met in every customer interaction. Forging links between standardised tasks and the cultural ethos of the firm will help these to become second nature – employees will no longer have to think about whether they are doing things the right way.

Step 5 – Blame-free – fostering a blame-free culture will encourage employees to be open about errors and mistakes, allowing them to be dealt with quickly and effectively. Generally, customers do not expect business services firms to be infallible, but they expect any issues which may arise to be dealt with in a professional and up-front way. Encouraging the development of an open and honest corporate culture, which encourages issues to be reported internally, will allow the business to take appropriate action.

Step 6 – Reward – a key management principle revolves around the idea that the right behaviours should be rewarded, so that they can be repeated. Linking performance-based criteria to reward mechanisms such as flexible working, pay reviews and bonus payments will underline the importance of quality standards within the organisation.

Creating a new corporate vision and introducing a quality-driven culture is an important first step for service sector businesses. However, the acid test lies in an organisation’s ability to retain its new corporate culture and vision by investing in its people and training.

More information for service sector business looking to move to a quality-driven business culture is available in the Menzies Business Services whitepaper.

By Martin Atkins is partner and head of business services at Menzies LLP.