In today’s commoditized markets customer loyalty is the result of consistency in customer experiences across an entire organization, from shipping and receiving to accounts payable.  Such consistency across divisional lines can not be managed effectively without considering culture.  For this reason, the topic of customer centric cultures seems to arise more and more in customer loyalty discussions.

The right culture holds the company together, committed to a common, high level purpose that inspires a certain “way of being”.  Management’s ability to effectively communicate this higher purpose and to show authenticity to it, determines the degree of cultural adoption and level of sustainability.

Clarity in communication of the higher purpose is helped greatly by a well thought out, well written statement of purpose (vision and/or mission type statements.)

There are some in management who strongly oppose the use of such statements, thinking of them as meaningless words no one ever reads.  I disagree.  An effective statement of purpose, when used and supported by authenticity in our management intentions, beliefs and behaviors can become a source of inspiration, employee cohesiveness, and clarity amidst the din of day to day business.

Below is an example of a mission statement we worked on a few years ago (shown with permission.)

We believe an individual’s health is more important than money.
We are committed to providing optimum family healthcare where the best interest of the patient is the
only consideration.
No patient will ever be turned away for the inability to pay.


What do you think?  Is it a good statement?  How would we know?

Although subjective, effective purpose statements have some common attributes, here are a few:

– They are concise and easy to digest.
– It gives a sense of what the company does.
– It makes me want to join the club (as an employee and as a customer.)
– It provides an idea of why the company might feel this way.
– It tends to inspire others to follow suit.
– It can provide the basis for day to day decision making.
– It compels us to make more and more decisions at the customer level.

An aligned culture is the result of general employee engagement to a common purpose.

How we make that purpose clear to the organization is up to us.  Good statements of purpose are an important part of a culture management communications plan.

Rudy Vidal
Committed to XCL