Before the pandemic, I was what one would call a frequent flyer, traveling across the globe and meeting people. Nowadays, these meetings are taking place via believe that businesses around the globe are suffering from the common phenomenon of a LACK of clarity of purpose. My belief seems to be echoed by a number of Customer Experience specialists and commentators. If you look at the dictionary definition of ‘purpose’, it is quite simple: “the reason for which something is done or created or for which something exists”

Developing a very clear and well understood organisational purpose is critical if the business is likely to succeed in its attempts to sustainably achieve its strategic goals. If employees have differing senses of the ‘reason for being’ of an organisation, then this will and can only translate into the delivery of random customer experiences. If you want your customers to have a consistent customer experience, all employees need to know what that consistent customer experience should be.