Two Pillars Powering Purpose, Perception, People & Profit
What’s new. Incorporating sustainability practices into your company’s culture has become a business imperative, giving your organization a competitive advantage, impacting how customers perceive your brand, and connecting your employees to a higher purpose.
Integrating sustainability into your company’s customer experience drives loyalty and delivers long-term success.
Why it matters. Consumers today value sustainability-driven companies and are more likely to choose brands that prioritize eco-friendly practices, which in turn drives customer growth and loyalty. It’s important for all size companies – from small to large. And it impacts employees' engagement and inspiration.Â
Brands that garner more than half of their sales from products making ESG-related claims enjoy 32 – 34% repeat rates – buyers purchase products from the brand three or more times annually. Source: McKinsey – Consumers care about sustainability—and back it up with their walletsÂ
Nearly 70% of consumers think it’s important for brands to be sustainable and 66% of consumers consider a brand’s sustainability when making a purchase. Source: Blackchair – Go green or go home: the importance of sustainability for CX in 2024
Adopting sustainability-driven CX practices isn’t just for large companies – mid-size businesses benefit as well. Source: Forbes – Green Customer Experiences Drive Ongoing Growth For Midsize Businesses
Employees at companies who see true commitment and actions to sustainability report a 16% increase in engagement levels. Source: Culture Amp: How Sustainability Influences Employee Engagement
The takeaway. Delivering green CX with sustainably driven practices inspires employees who want to work for a company with a purpose-driven culture while building customer trust, long-term loyalty, and shareholder value.
Ways to take action.Â
Set clear goals aligned with your business objectives and customer expectations.
Evaluate and enhance your key customer and employee journeys – every touchpoint represents an opportunity to reinforce sustainable practices.
Implement digital solutions and paperless processes to reduce waste.
Incorporate sustainability into product design and development.
Integrate sustainability messaging into brand communications and marketing campaigns to promote eco-friendly initiatives.
Create an internal shared sense of purpose and belonging among employees by showing the positive impact of their work on customers and the environment.
Engage employees, customers, suppliers, and communities in collaborative ways to create sustainable customer experiences. Â
The bottom line. Connecting sustainability to your CX practices will drive a more satisfied, loyal customer base – a win-win for business, employees, shareholders… and the environment.
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A FRESH APPROACH  |  Chiefly & Co.’s fractional experts accelerate sustainability & profitability for companies driven to do well while doing good. Learn more at chiefly-co.com
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