Whenever a company embarks on a process to create a culture that delights customers and creates loyalty, we usually recognise four very distinct phases in the process:
- First there is awareness, where people at all levels realise that change is important and imminent. Managers usually start reading up and enquiring about what to do next
- Then there is the evangelical phase, with bands and balloons and a lot of “Rah! Rah!” It is usually during this phase that the company carries out lots and lots of activities, including a launch event and training for everybody. Many systems and processes are established, and there seems a new way to do everything.
- This is followed by the frustration phase, where some of the enthusiasm wanes, many people return to old bad habits, and it just doesn’t seem to be coming together.
- With a lot of hard work, we will enter the performance phase, where big wins occur, and the company has achieved some real competitive advantage.
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