Why Activated Core Values Drive Customer Experience, According to Shep Hyken

In a recent LinkedIn post, Shep Hyken discusses the critical distinction between a company’s stated core values and their actual implementation, arguing that true impact comes only when these values are actively lived. Hyken emphasizes that the journey to exceptional customer experience (CX) begins internally, with the employee experience.

Hyken highlights the importance of leadership in this activation process. He notes:

Your company’s core values don’t mean much if they‘re just words on a wall. They only matter when they are activated, and that starts at the top.

This foundational point sets the stage for Hyken’s broader argument that a company’s culture and its customer-facing success are inextricably linked. He elaborates on this connection, drawing insights from a conversation with Lisa Nichols, author of “Something Extra.” According to Hyken, a perfect Net Promoter Score (NPS) is not indicative of flawlessness, but rather of an organization’s ability to handle imperfections effectively.

The Employee-Customer Experience Link

A central theme in Hyken’s post is the direct correlation between how employees are treated and how customers are subsequently served. He argues that mirroring positive customer treatment internally is a key driver of exceptional service delivery.

As Hyken points out:

CX starts with employee experience. Treat employees the way you want your customers treated, and they will deliver.

This perspective underscores the idea that internal culture directly shapes external perception. Hyken further refines the concept of culture, moving beyond written policies to the lived reality of interactions.

Culture as Lived Experience

Hyken contends that organizational culture is not merely a set of rules or a mission statement found in a handbook. Instead, it is the tangible feeling that permeates every interaction, both within the company and with its clientele.

He elaborates:

Culture is not what is written in a handbook. It’s what people feel in every interaction, both internally and externally.

This emphasis on felt experience is crucial, according to Hyken, as it directly impacts customer loyalty and perception. He suggests that consistency in delivering on these felt experiences builds trust more effectively than sporadic moments of brilliance.

Consistency Over Brilliance

In his analysis, Hyken suggests that customers value reliability and problem resolution over unattainable perfection. This leads to a discussion on how consistent positive interactions and dependable service foster stronger customer relationships.

Hyken concludes with a powerful statement on the overarching importance of culture:

Consistency builds trust faster than brilliance. Customers do not expect perfection, but they do expect reliability and for you to make things right.

Ultimately, Hyken’s message is clear: getting the internal culture right is the prerequisite for success in all other areas of the business, especially customer experience. He posits that when a company’s values are activated from the top down and reflected in the employee experience, the positive effects ripple outward to create satisfied and loyal customers.