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The importance of aligning customer and company values

Jessica Tabinor Employer Hub

Sam Price headshot

    THOUGHT LEADERSHIP | 2 MIN READ

  • By now we’re all familiar with the notion of aligning values within an organisation, but what about the importance of ensuring that your company values are strategically aligned to your customers?

  • Sam Price, head of client engagement at Morson provides an insight into the importance of aligning customer and company values and the benefits it can bring…

By now we’re all familiar with the notion of aligning values within an organisation, but what about the importance of ensuring that your company values are strategically aligned to your customers?

Sam Price, head of client engagement at Morson has delivered a programme of transformational change across the Morson Group, enhancing how the business embrace and achieve the objectives of its core values. Within our latest blog, Sam provides an insight into the importance of aligning customer and company values and the benefits it can bring…


Encourages better partnerships and collaboration

There is no denying that when strong and sustainable values are put in place, it creates a value-friendly work environment where everyone is aligned to the same strategic goal. The end result, projects and programmes are delivered on time and on budget.

When we work on change programmes, our discovery programme has stakeholder engagement at its core. We quickly identify the people needed from Morson and our clients that have the attributes and skills required to deliver transformational change. A team who work in pro-active collaboration, underpinned by a set of agreed behaviours ensures that the difficulties often associated with new solutions are quickly resolved. This promotes enhanced collaboration throughout the project.


Increased quality, productivity and efficiency

At the start of any change programme, we outline the measures for success and the operating model – focusing on roles, responsibilities, values and working behaviours.

Once we have this, we then align our delivery to the business models and expectations of our clients. We create a clear framework of ownership as well as collaboration from the very start of our programmes. In summary, once we understand the values of our customers and embed these into our operational best practice, we empower partnerships that enhance productivity and efficiency.


Promotes a dynamic culture

It’s important to understand that your customers form part of your culture too, so listen to them and innovate for their needs.

Internally, a dynamic culture ensures that your employees are able to communicate more effectively and feel open about sharing their thoughts, ideas and improvement suggestions. Having aligned values with your customers makes this ethos a lot easier.

download the cultural change whitepaper

There’s no question that the better aligned the partnership the more you can reap the benefits that we’ve shared above. One thing to consider is that value alignment relies on transparency - of vision, values and accountabilities. With upfront investment in stakeholder partnership, it requires a significant investment of time, but in today’s competitive market it’s difficult to disregard the benefits that value alignment can bring to a business.


If you're an organisation looking to attract the best talent or a candidate wanting to progress your career, then get in touch with Morson or browse our latest jobs here.