“[Building relationships] is about really aligning with a sense of deeply held values and a sense that you’re willing to take risks for those values as a marker of authenticity.”
— Patti Williams, Associate Professor of Marketing, Wharton School of the University of Pennsylvania
Your customer relationships depend on authentic, meaningful engagement. Beyond simply providing solid service, you need to consider the full customer experience. This interaction begins the moment your audiences engage with your company and lasts well after they’ve made a purchase. And 75% of consumers say their experience plays an important role when deciding to buy something.[i]
Yet, consumer expectations and business realities currently have a disconnect. While consumers clearly care about their customer experience, fewer than 50% believe companies are doing it well.[ii] So, if you’re struggling to make each moment count for your audiences, you have an opportunity to reach audiences hungry for interaction.
A key way to engage them and differentiate your company is to share the core values guiding your culture. Here are three ways doing so can benefit your company:
1. Deepen audience engagement.
What do you care about? What motivates you to help others and build a better tomorrow? A majority of your customers want to know what guides your business. In fact, you risk sacrificing current and potential brand loyalty if you don’t state what you stand for. A recent study shows that 64% of people say they build trust with companies that share their values.[iii]
When you incorporate your professional morals and ethics into your messaging, you have a better chance of connecting with people who have similar values. To help your business reach audiences and create lasting connections, convey the principles and values that drive your daily actions.
2. Create transparency.
Clearly expressing your workplace culture can better define your company, allow for greater customer engagement, and drive growth. For example, 94% of buyers would be loyal to a completely transparent business, and 73% said they would pay more for a completely transparent product.[iv]
When people understand what you believe and can see those guiding tenets in action, you create more chances for your company to build trust and engage with others. And, as the data suggests, those opportunities can help you grow your business and continue to share what matters to you. More than a marketing ploy, being transparent by including your values in your content can build stronger relationships.
3. Attract the right employees.
Hiring employees that don’t share similar values can cause major problems within your company. Avoid these costly mistakes — and find and retain the right team members — by keeping your values at the forefront of the hiring process. A recent survey found that 71% of U.S. professionals would accept a reduced salary in order to work somewhere with a shared mission and values. And, 46% of the workforce would stay at a company if they felt like they belonged.[v]
Everyone wants to feel satisfied, connected, and understood. And the logic follows that if your employees know they truly belong at your company, their enthusiasm and belief will rub off on your customers, too. So, keeping your values at the center of your messaging can have broad positive effects.
Your company’s values do more than drive business decisions — they build engaging customer experiences and strong workplace culture. To step up your audience engagement in 2019, make sure you clearly express the values you care about across your content ecosystem. Remember, there’s a reason you’re in business. Embrace those values, so your audiences can care about them with you!