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Ensure that employees act in the companys best interest

In less than two decades the accelerated digitizing of our society has changed the way in which millions of people interact among themselves, the way in which they search for information relevant to their lives and the speed with which both these processes happen.

Thanks to social networks and mobile technologies we are seeing a user more and more informed and interactive.

What are the principle characteristics of the new consumers in the 21st century?

Customers are “on the web”

Customers are “on the web” – Consumers today are present on social networks and they don’t use them only to share photographs.  If they have a bad experience with a certain product or service it is very likely that they will let their friends and contacts know.

Customers are informed

Customers can search, compare and contrast information about products and services in only a few minutes.

Consumers demand immediate answers

In an era where so many forms of communication and logistics are possible, the speed with which a claim is processed will be directly proportional to the client’s satisfaction.

Social media has become paramount in humanizing companies and making them more transparent, accessible and accountable. Companies had previously enjoyed a “controlled” conversation with customers in which they promoted their wares through advertisements. Unhappy consumers could only respond with a small voice, through letters or calling a customer relations team.

But social media is here to stay – and for disgruntled customers, it’s can be a powerful weapon.

Social Media Alarm

You can’t anticipate every conflict of interest employees might encounter. But, you can increase the likeliness that employees act in the company’s best interest if you provide clear guidelines:

The Mission

By crafting a clear mission statement and vision statement, you can powerfully communicate your intentions and motivate your  organization to realize an attractive and inspiring common vision of the future.

A well-crafted mission statement serves as a “true north” for all employees to follow. Make sure all employees understand it.

Values

What values should guide your employee’s behavior toward customers, suppliers, fellow employees, communities, and shareholders?

Values are an increasingly important component in strategic planning because they drive the intent and direction of the organization’s leadership.

Being clear about this can help employees avoid putting the company’s reputation at risk.

Culture

A strong corporate culture clarifies what is not allowed. Emphasize the codes of conduct relating to conflicts of interest, confidential information, bribery, discrimination and harassment.

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About the author
Torben Rick

Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement and development and change management. International experience from management positions in Denmark, Germany and Switzerland

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About the author
Torben Rick

Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement and development and change management. International experience from management positions in Denmark, Germany and Switzerland

View full profile

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