{"id":52899,"date":"2022-08-05T09:09:10","date_gmt":"2022-08-05T16:09:10","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/?p=52899"},"modified":"2026-01-22T05:52:15","modified_gmt":"2026-01-22T13:52:15","slug":"customer-centric-culture-starts-with-your-employees","status":"publish","type":"post","link":"\/us\/en\/blog\/customer-centric-culture-starts-with-your-employees\/","title":{"rendered":"A customer-centric culture starts with your employees"},"content":{"rendered":"<p>Every company says people are its greatest asset, but not every company builds a culture that proves it. When employees feel overlooked, the impact shows up quickly: customers notice disengaged service, innovation slows, and competitors pull ahead.<\/p>\n<p>But when organizations commit to building a people-first culture, the results are transformative. Employees feel supported, customers receive better experiences, and the entire business gains a stronger foundation for growth.<\/p>\n<p>In this blog, we\u2019ll explore why the path to a high-performing, customer-centric company begins from the inside out, with how you treat your own people.<\/p>\n<h2 class=\"heading h2\"><a id=\"transformation\"><\/a>Cisco\u2019s transformation: a case study in listening to employees<\/h2>\n<p>In 2014, Cisco launched <em>Our People Deal,<\/em> an internal initiative designed to strengthen employee experience and culture. Instead of adding surface-level perks, Cisco restructured how leaders and employees interacted.<\/p>\n<p>Quarterly reviews were replaced with weekly check-ins that created space for recognition, coaching, and personal development. Leadership emphasized open dialogue, greater transparency, expanded opportunities for advancement, and even renewed focus on corporate social responsibility initiatives that employees could be proud of.<\/p>\n<p>Kelly Jones, Cisco\u2019s Global Head of Talent Acquisition, explained: \u201cThe most powerful thing we do is listen to our people. And if you think about some of the big things we have done over the last few years, it has all come from our employees.\u201d<\/p>\n<p>The results validated the effort. Cisco consistently ranks among the best companies to work for, including the <a href=\"https:\/\/www.greatplacetowork.com\/best-workplaces\/100-best\/2020\">#4 spot on Fortune\u2019s 100 Best Companies to Work For in 2020<\/a>.<\/p>\n<p><a href=\"https:\/\/investor.cisco.com\/news\/news-details\/2020\/Cisco-is-4-on-Fortune-100-Best-Companies-to-Work-For-Ranking\/\">Ninety-eight percent of Cisco employees<\/a> reported that they love where they work, compared to a national average of 85 percent.<br \/>\nCisco\u2019s example demonstrates that culture is not a slogan or campaign. It is the cumulative result of leadership choices that employees see and feel every day.<\/p>\n<hr \/>\n<p class=\"p2\"><span class=\"s2\">\u00a0The key to building a customer-centric team: Enterprise edition eBook<\/span><\/p>\n<p class=\"p3\"><span class=\"s2\">\t<\/p>\n<div class=\"download-form-widget enterprise-download-form\" data-url=\"https:\/\/netstorage.ringcentral.com\/ebook\/building-a-customer-centric-team.pdf\" data-id=\"69d1fa67a591e\" id=\"69d1fa67a591e\">\n\t\t<button tabindex=\"on\"  on=\"tap:69d1fa67a591e.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">Get the eBook<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">The key to building a customer-centric team: Enterprise edition eBook<\/div>\n<form class=\"download-form ENTERPRISE\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"enterprise download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"enterprise download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog Enterprise\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"enterprise download form\" data-dl-name=\"Take me to it\">Take me to it<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69d1fa67a591e.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\"> Happy reading!<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>\t<\/span><\/p>\n<hr \/>\n<h2 class=\"heading h2\"><a id=\"Happy\"><\/a>Happy employees are better for business<\/h2>\n<p>The link between employee engagement and business performance is no longer theoretical.<\/p>\n<p>Highly engaged teams innovate faster, adapt more effectively, and remain with organizations longer. Engaged employees deliver customer interactions that feel authentic rather than transactional, which strengthens loyalty and drives repeat business.<\/p>\n<p>Disengaged employees, by contrast, drain resources quietly but significantly. Productivity declines, turnover increases, and customers notice the difference in service quality. One study estimated the cost of disengagement at <a href=\"https:\/\/www.linkedin.com\/business\/learning\/blog\/learner-engagement\/how-to-calculate-the-cost-of-employee-disengagement\">$20,000 per employee annually<\/a>, underscoring the financial risk of neglecting culture.<\/p>\n<p>Employee satisfaction is not an HR initiative. It is a business strategy that directly influences growth, profitability, and customer success.<\/p>\n<h2 class=\"heading h2\"><a id=\"steps\"><\/a>5 steps to creating an employee-first culture<\/h2>\n<p>Building an employee-first culture requires consistent action, not abstract values. Here are five steps organizations can implement immediately:<\/p>\n<h3 class=\"heading h3\">1. Engage with employees to get feedback and insight<\/h3>\n<p>Many organizations make the mistake of holding reviews bi-annually or, even worse, only when they\u2019re necessary.<\/p>\n<p>But without holding regular reviews, employers miss out on two major opportunities. The organization won\u2019t understand its shortcomings, and employees won\u2019t get the recognition and personal development they deserve.<\/p>\n<p>Employees want to know that their companies are invested in their employees\u2019 futures, and that starts with initiating conversations with them on a regular basis.<\/p>\n<p>Cisco eliminated quarterly reviews and instead switched to weekly check-in meetings with employees. This gives managers an opportunity to evaluate performance, discuss updates, provide training and coaching, praise achievements, and understand each employee\u2019s career and life goals.<\/p>\n<p>In short, check-in meetings do wonders for helping employees feel emotionally valued within the organization.<\/p>\n<h3 class=\"heading h3\">2. Prioritize flexibility to promote better employee wellness<\/h3>\n<p>Today, the notion of 9-5 work hours feels outdated. A <a href=\"https:\/\/hbr.org\/2018\/06\/96-of-u-s-professionals-say-they-need-flexibility-but-only-47-have-it\">survey of 1500 people showed that 96% of employees want flexible work hours<\/a> and a better work-life balance, and that 25% of employees would take a <a href=\"https:\/\/www.shrm.org\/resourcesandtools\/hr-topics\/talent-acquisition\/pages\/flexible-work-critical-retention.aspx\">10-20% pay cut<\/a> in exchange for flexibility. The demand for flexible work is there, and organizations are starting to meet those demands.<\/p>\n<p>As of 2019, <a href=\"https:\/\/www.talentlms.com\/blog\/remote-work-statistics-survey\/\">66% of companies<\/a> offer some sort of flexible work schedule where employees can split time between office and home.<br \/>\nSome organizations have begun experimenting with reduced office hours or four-day workweeks. These more flexible schedules allow employees to not only complete tasks at their own pace but handle other life priorities without being bound to the office.<\/p>\n<p>Employees with the freedom to manage their own time show lower levels of stress, higher levels of happiness, and most importantly, higher productivity. To support this autonomy, tools for <a href=\"https:\/\/www.agendrix.com\/time-and-attendance-software\">time and attendance tracking<\/a> can give employees visibility into their own schedules and hours, helping teams stay aligned without sacrificing flexibility<\/p>\n<h3 class=\"heading h3\">3. Give employees the right technology to be successful<\/h3>\n<p>It may not seem apparent at first, but poor technology can have a significant negative impact on work culture. For example, outdated computers that take ages to load a new page not only waste time, but cause employees to lose focus. In fact, <a href=\"https:\/\/www.zenbusiness.com\/blog\/office-resource-woes\/\">57% of employees surveyed said that working with inadequate and obsolete technology<\/a> has negatively affected workplace productivity and morale.<\/p>\n<p>What happens when technology doesn\u2019t meet the needs of employees? Tasks take longer to complete, employees work longer hours, and the quality of work suffers. This leads to higher employee stress and higher turnover.<\/p>\n<p>With that in mind, technologies that combine multiple functions and tasks into one have the greatest chance to improve productivity, focus, and morale.<\/p>\n<p>For example, many organizations use separate apps for team messaging, video conferencing, and phone, but an integrated communications solution that combines them into <a href=\"https:\/\/www.ringcentral.com\/office\/how-it-works.html\">one unified app<\/a> can dramatically improve the employee experience.<\/p>\n<p>Employees only need to learn and manage one app, reducing the stress of \u201capp overload\u201d and allowing them to focus more on their tasks.<\/p>\n<h3 class=\"heading h3\">4. Offer more growth and development opportunities<\/h3>\n<p>Organizations are increasingly realizing the importance of employee retention. The cost of replacing an employee can be as high as 150% of his or her annual salary.<\/p>\n<p>It should surprise no one that employees who feel they\u2019re on a career path are less likely to leave. As a result, consider actively coaching employees and create new opportunities for them to expand their skills. Leaders can challenge them by putting them on more important projects and including them in decision-making meetings. Leverage one-on-ones to provide feedback and mentorship, and connect them with important people who can change their lives.<\/p>\n<h3 class=\"heading h3\">5. Promote social activities to create a sense of unity<\/h3>\n<p>One common misconception is that employees don\u2019t enjoy socializing with coworkers. The reality is that many employees enjoy connecting with their colleagues, but not when it carves into their own personal time.<\/p>\n<p>Socializing in the workplace is great for developing personal relationships and teamwork, driving innovation, and reducing workplace stress.<\/p>\n<p>Company-driven social activities, such as hosting cornhole tournaments or installing a basketball arcade, can help foster that interaction.<br \/>\nIf it\u2019s in the budget, consider hosting department off-sites where employees come together to bond and discuss ideas.<\/p>\n<h2 class=\"heading h3 h2\"><a id=\"principles\"><\/a>10 principles of customer-centric culture<\/h2>\n<p>Employee-first and customer-centric cultures are deeply interconnected. Annette Franz, in her book <em>Built to Win<\/em>, outlines ten principles that explain why starting with employees ultimately creates better outcomes for customers:<\/p>\n<h3 class=\"heading h3\">1. Culture is the foundation.<\/h3>\n<p>Culture doesn\u2019t happen without the right leadership. Ideally, culture should be designed and delivered.<\/p>\n<p>Companies either get the culture they design, or the one they allow. While it may be easier to acquiesce, companies that are active in creating a positive culture will reap the rewards.<\/p>\n<p>If leaders do it, employees will follow, regardless if that behavior is good or bad.<\/p>\n<h3 class=\"heading h3\">2. Leadership commitment and alignment are critical.<\/h3>\n<p>Leaders must be committed to the culture being designed, and that culture should be aligned across the board.<\/p>\n<p>Not only that, but every person needs to work together toward a common goal and be committed to the mission. When members of the executive team do their own thing, the customer-centric culture suffers. Unfortunately, this happens all the time.<\/p>\n<p>Leaders need to take the reins and ensure every team player is on board with the same goal. Being a role model is critical here. While sometimes culture begins from ground up, most success comes when it\u2019s driven by leaders.<\/p>\n<h3 class=\"heading h3\">3. Put employees first.<\/h3>\n<p>If a company is going to put customers first, they need to put employees \u201cmore\u201d first because employee experience drives customer experience. The customer experience may be the focal point, but it can be difficult to provide a positive experience if employees are not taken care of first. Happy employees equal happy customers.<\/p>\n<h3 class=\"heading h3\">4. People before products.<\/h3>\n<p>Seth Godin once said, \u201cFind products for your customers, not customers for your products.\u201d This makes perfect sense, but some companies don\u2019t understand this concept.<\/p>\n<p>Companies shouldn\u2019t blindly design products and expect people to want and buy them. What problem is being solved? What pain point is being alleviated?<\/p>\n<p>Instead, companies should first be speaking with their customers to get to know what they want and need, then develop products around that.<\/p>\n<h3 class=\"heading h2 h3\">5. People before profits.<\/h3>\n<p>Profits are the ultimate outcomes that businesses need. However, success can only come when customers are happy and keep coming back for more. Ultimately, this means that businesses should be putting people before their profits. Doing so will allow the profits to come naturally.<\/p>\n<p>Companies should take care of their employees before taking care of anyone else. Happier employees will better engage with customers, which will inevitably boost the bottom line.<\/p>\n<h3 class=\"heading h3\">6. People before metrics.<\/h3>\n<p><a href=\"https:\/\/www.ringcentral.com\/contact-center.html\">Contact centers<\/a> may use a variety of metrics to gauge how well their businesses are operating. But focusing too much on metrics could damage the experience of the customer.<\/p>\n<p>For instance, handle time may be a good metric to look at to see how quickly a customer\u2019s question is answered. But a short call handle time means nothing if the caller\u2019s issue isn\u2019t resolved.<\/p>\n<p>Ultimately, it\u2019s the person that should be focused on, and not necessarily the metrics used to improve customer experience.<\/p>\n<h3 class=\"heading h3\">7. Customer understanding is essential.<\/h3>\n<p>Understanding the customer is the cornerstone of customer centricity. It\u2019s what sets the foundation of the business. Everything else a company does radiates from that.<\/p>\n<p>No matter what question a company may be asking, it\u2019s crucial to bring the customer\u2019s voice in. There are three key ways to understand your customer:<\/p>\n<ul>\n<li>Listen. Mirror feedback and understand what the customer is looking for.<\/li>\n<li>Characterize. Understand the customers\u2019 personas.<\/li>\n<li>Empathize. It\u2019s all about the journey-mapping process to understanding where the customer is coming from and where they want to be.<\/li>\n<\/ul>\n<p>Setting expectations and communicating is key to building relationships with customers.<\/p>\n<h3 class=\"heading h3\">8. Governance bridges organizational gaps.<\/h3>\n<p>Governance is a big part of bridging the silos within an organization.<\/p>\n<p>There must be a cross-collaborative model in place. A business cannot have different departments with different models.<\/p>\n<p>Silos break down the communication piece, but by bridging these gaps and bringing everyone together, everyone can move in the same direction.<\/p>\n<p>At the end of the day, you\u2019re only as strong as your weakest link, so it\u2019s imperative that each team member is on board with what the end goal is.<\/p>\n<h3 class=\"heading h3\">9. Shift from inside-out to outside-in thinking.<\/h3>\n<p>An \u201cinside-out\u201d mentality means a company thinks they know what\u2019s best for their customers and who they are. But phrases like \u201cI think\u201d are bad for business because this assumes the company knows what\u2019s best for the customer without bringing the customer\u2019s voice in.<\/p>\n<p>There needs to be a shift in that thinking. Rather than \u201cI think,\u201d team members should be confident in what the customer wants and what their paintings are. In this case, the phrase should be \u201cI know the customer thinks.\u201d<\/p>\n<h3 class=\"heading h3\">10. Treat customers as they want to be treated.<\/h3>\n<p>The golden rule suggests treating others as you would like to be treated, but in customer service the better principle is treating customers according to their preferences and expectations.<\/p>\n<p>By understanding customers\u2019 pain points and needs, companies can then treat them accordingly. You might like to be treated one way, but your customers might prefer something else.<\/p>\n<p>Together, these principles emphasize that employee-first and customer-centric strategies are not separate. They are two sides of the same coin.<\/p>\n<h2 class=\"heading h2\"><a id=\"Technology\"><\/a>Technology as the bridge between employees and customers<\/h2>\n<p>Technology is more than an efficiency tool. It is the link that connects how employees experience their work with how customers experience the company.<\/p>\n<p>Unified communication platforms give employees the ability to collaborate instantly, access knowledge when they need it, and resolve issues before they escalate. Customers feel the difference through faster responses and more consistent service.<\/p>\n<p>For remote and hybrid teams, the right technology also signals inclusion. It ensures that employees, regardless of where they work, have equal access to recognition, mentorship, and growth opportunities.<\/p>\n<p>When leaders align technology with culture, it sends a powerful message that employees are valued. In turn, employees use those tools not just to get work done, but to deliver service that is empathetic, responsive, and deeply human.<\/p>\n<h2 class=\"heading h2\"><a id=\"Why\"><\/a>Why the future belongs to people-first organizations<\/h2>\n<p>Building a people-first culture is not a short-term initiative or a box to check. It is an ongoing commitment that requires leaders to consistently model the values they expect, align decisions with those values, and adapt as employee needs evolve.<\/p>\n<p>The reward is not only happier employees or more loyal customers, but a culture resilient enough to withstand disruption and strong enough to sustain growth in any environment.<\/p>\n<p>The real measure of success is not how quickly a company can hit quarterly targets, but how deeply it can embed respect, trust, and shared purpose into its DNA. Organizations that achieve this will not just perform well today, they will continue to thrive tomorrow.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Every company says people are its greatest asset, but not every company builds a culture that proves it. When employees feel overlooked, the impact shows up quickly: customers notice disengaged service, innovation slows, and competitors pull ahead. But when organizations commit to building a people-first culture, the results are transformative. Employees feel supported, customers receive &#8230;<\/p>\n","protected":false},"author":1131,"featured_media":52923,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-52899","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A customer-centric culture starts with your employees | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Employees notice neglect\u2014and so do customers. Learn to flip the script by leading with a people-first approach, building the powerful customer-centric culture that secures your business growth.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-centric-culture-starts-with-your-employees\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Built to win: A Customer-centric culture starts with your employees\" \/>\n<meta property=\"og:description\" content=\"Creating a culture where employees are satisfied, engaged, and have the right tools to perform is key to providing excellent customer service. 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