“Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion.” – Jack Welch
Every business has a mission. Sometimes it’s hidden or not well defined, and other times it’s bold as day or it’s the flag your employees wave and stand behind (that last one is awesome). What’s your organization’s mission statement? Here are a few examples:
Mission Statement Number 1
“We bring together the best in media and technology. We drive innovation to create the world’s best entertainment and online experiences.“
Mission Statement Number 2
“We are in business to provide safe, dependable and friendly air transportation to our customers, along with numerous related services. We are dedicated to making every flight you take with us something special. Your safety, comfort and convenience are our most important concerns.“
Mission Statement Number 3
“Our mission is to offer lending and investment products that:
– Serve low-and moderate-income individuals and families
– Improve underserved low- and moderate-income communities
– Create sustainable practices for the long haul”
I don’t think any company sets out to deliver terrible customer service, but it’s common for larger companies to lose touch as they grow. The front line staff become further and further removed from the head of the organization as more and more staff are hired to fill various roles. But that vision…that mission that was created when the company first began to drive its culture and fuel its philosophy, and has slowly morphed over the years as your company’s focus changed and the world around shifted…
…it has to be in-line with the customer experience you are striving to deliver.
And not only in words, but in action. Hey, it is your mission.
Your mission statement is a promise. It’s a promise to your customers that this is what you are doing everything in your power to achieve. Think of your vision as the “how the world will be a better place with your company in it” statement. It’s the rallying cry for your employees to feel a part of something. Your mission statement is the action: what you’re going to do and why you’re going to do it (I feel like I have to give credit to Simon Sinek every time I type “why”).
Let’s look back at the mission statements I provided above. Oh they’re real, and they belong to some of the companies Ranker.com rated the worst in customer service after they crowd-sourced their 14 million strong fanbase. In order, as above:
Do those mission statements sound like companies that want to treat their customers badly? Do you think someone looked at those mission statements and said, “screw it”? Of course not. Those missions are successful only with happy and engaged customers but, unfortunately, those organizational missions and reputations don’t align right now in the minds of their consumers.
Take a moment to embrace the vision and mission set out for you right now by your organization. Is your company eating and breathing it? Do employees embrace it? Do they represent it? Do they exude it in their intentions and interactions with your customers? If you said “yes”, then you’re on the path to “mission accomplished”.
If you heard a “no” in your head, it’s time to look inward at your organization.
How do you think a company can connect front line service to their vision and mission?
Sidenote: I had a very hard time getting clear mission statements off any of these company’s websites. I either found them through 3rd parties or made an educated guess based on how it was presented on the site. It’s hard for your employees and customers to understand your mission if it’s either hidden, not clear or too long. Just sayin’