Typing in “define: corporate culture” into Google will get you the following three definitions:
- (Corporate culture is) the basic assumptions and beliefs held by employees about the enterprise they work for.
- Corporate culture refers to a company’s values, beliefs, business principles, traditions, ways of operating, and internal work environment.
- Organizational culture comprises the attitudes, values, beliefs, norms and customs of an organization.
Not only is corporate culture all the above but is also a key factor in shaping the customer/client’s (user) experience with the corporation.
So what is user experience?
A similar search in Google would give more definitions, but I believe the term to be more intuitive and self-explained. To me, user experience refers to how you feel before, during, and after your interaction with a product/service.
Not only in terms of direct user experiences with the product/service (ie, how user-friendly is your cellphone, how complicated is it to get your bank to track a transaction), but also in terms of user experiences when acquiring a product/service (ie, how helpful was the salesperson, was the store’s layout confusing).
How does corporate culture influence user experience?
I have a few personal experiences that demonstrates how corporate culture can influence a user’s experience. Take for example my experience a certain Hugo Boss outlet store in California. One would expect an upscale fashion retailer such as Hugo Boss to emphasize and ensure good customer service, instead, the sales people at this particular store were rude and unfamiliar with Hugo Boss products.
While at the store, I noticed a female customer with a child stroller wanted was headed to the fitting rooms to try some items, a sales person interrupted her and loudly proclaimed that he could not allow her to bring her child stroller (and child) into the fitting rooms.
When the customer asked why, he respondly by saying that it is a store policy to prevent potential theft. The customer then said that she would not leave her child unattended to, the sales person simply said it was the store’s policy.
Obviously left with no other option, the disgruntled lady proceeded to exit the store.
While that was taking place, I was being helped by another sales person. I had asked if they carried my shirt size and she responded saying that they only carry one size for these particular shirts. However, upon looking closer, I found a whole display with various shirt sizes! When confronted, she changed her explanation.
These events led to both an unpleasent experience for me as well as for the female customer.
I am fairly confident that this is NOT the corporate culture of Hugo Boss as I have been to other Hugo Boss outlets and regular Hugo Boss stores. Instead, I am given the impression that this is a “micro-culture” that has taken hold at this particular store. Perhaps a manager displayed these attributes in a previous situation, leading his/her subordinates to feel that it is ok.
Regardless of how this “micro-culture” developed, Hugo Boss should resolve this “issue” as great emphasis is placed on user experiences in today’s time and age.
