The Significance of Strategic Alignment: A CX Story

Strategic Alignment is one of the most crucial internal behaviors for an organisation to cultivate a genuinely customer-centric culture.

Strategic Alignment guarantees that both employees and leaders are well-informed about the organisation’s direction and goals.

What is Strategic Alignment?  Strategic alignment is a discipline of employee behaviour that enables a strong customer culture, and makes it possible for an organisation to create and deliver value for customers and shareholders. Source Market Culture.

The importance of strategic alignment cannot be overstated when it comes to a customer-centric approach. It requires clear and regular communication through the entire organisation to ensure that objectives, strategies, and priorities are understood.

The benefits when its employees are in sync with the business strategy are numerous.

Here are my top 5:

  1. Consistency: It ensures a unified approach, which results in delivering a consistent message and service.
  2. Innovation: Strategic alignment leads to innovative solutions in response to customer feedback and behaviours
  3. Efficiency: A customer-centric culture streamlines operations, focusing resources on what matters most to customers.
  4. Employee Engagement: Employees are more engaged when they see the direct impact of their work on the customer experience.
  5. Data-Driven Decision-Making: Alignment allows organisations to collect and share data and make more valuable changes

To embed and sustain a customer-centric culture, the strategy must not only reflect customer needs but its equally important that organisations find a way to make employees actively connected to the organisation’s goals on a on a day-to-day basis.

A Real-Life CX Story:

Some time ago I worked with a water company. At that point, the industry regulations were increasing. Consequently, the company’s focus swiftly shifted towards a more customer-centric approach.

They adopted a unique approach to strategic alignment. While they had a strategy developed at the senior leadership level, they went a step further. Every team was invited to create a team charter that aligned with the overarching strategy. In these charters, teams made specific commitments about what they would do in their roles and daily tasks to bring the strategy to life. These charters were transformed into posters and displayed prominently in the office spaces. This tangible representation ensured that these commitments weren’t just words on paper – they were actively accountable and translated into changed behaviors.

This innovative approach to strategic alignment and employee engagement empowered the organisation to transition into a more customer-centric culture. The result? They increased their CSAT and have consistently outperformed their sector, even earning financial rewards for their performance.

A few questions to ask your organisation?

  • Do we regularly discuss our strategic direction with all employees?
  • Do we make it easy for our employees to understand and engage?
  • When we need to shift direction, do we adjust our work priorities?
  • Do our employees understand how the strategy influences their daily work?

In conclusion, embedding a long-term commitment to sustainable customer-centricity hinges on strategic alignment. Ensuring that the strategy is customer-focused and aligned with the brand promise is as crucial as making sure the entire organization comprehends the role they play in fulfilling it. This commitment is integral to the organisation’s long-term success and business results.

Article By: Leonie Williams

Next Article: CX Story: ‘Break process not Principles’

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In order to transform your culture to be more Customer Centric long term, during the Measure Up ↑ Programme, we will upskill your team so they continue to measure and track progress in a long term, cost effective and sustainable way.



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