Just In Time: CX NA’s Values Track Gives Us Exactly What We Need Right Now
Forrester’s CX North America event includes a values content track. We didn’t know what the world would be like when we planned this track. But we’ve known for years that the intersection of values and business is growing in importance to consumers and employees. By values, I mean the social, moral, religious, political, or ethical beliefs shared by people in and around the organization. As we face the flash point that is devastating racism, economic contraction, and a global pandemic, businesses have never needed the organizational guidance provided by brand and corporate values more than now.
Time To Make Your Values A Part Of Your Business Strategy, Not Just Your Comms Strategy
On Wednesday, attendees can check out my panel discussion with Beth Wade, global CMO of VMLY&R, and Catherine Wolf, director of customer experience for sustainability at Autodesk. Titled “Business Strategy In A Values-Driven World,” we’ll discuss how companies are moving beyond just talking about values toward a practice of making those values a part of their business strategy. Only 25% of organizations that prioritize corporate social responsibility or sustainability have integrated a defined corporate value into the organization’s brand and strategy, according to global purchase influencers we surveyed. Beth and Catherine share examples, best practices, and a take on the future of corporate values amid economic uncertainty. My panel is just one of a suite of values-related offerings at CX NA.
You’re Never Done With Your Corporate Values — Keep In Touch
Forrester wrote our premier piece on corporate values three years ago. Last year, we wrote “New Corporate Values Require A New Kind Of Commitment,” which outlines how companies need to go beyond just communicating values. This month, we published “Research Overview: Corporate Values, Q2 2020,” which outlines over 25 Forrester reports, blogs, and webinars on the topic. We’ve come a long way. We have a long way to go. Join us on the journey. Not able to join CX NA? I’ll blog a few highlights from our panel later this week.