Doug Herron, Executive Vice President and Chief Financial Officer at Safelite AutoGlass, discussed culture, and its impact on today's businesses, during his presentation at the 2015 Chief Financial Officer Leadership Forum in Dallas on Sept. 17. In his presentation, "Driving Business Performance through Cultural Choices," Herron noted that building a strong organizational foundation can help a company enhance its culture, and ultimately, bolster its revenues.
Herron pointed out that a people-powered and customer-driven approach to culture is key. If a business focuses on the success and happiness of its employees and customers, Herron said, it can develop the right core values to ensure it achieves its goals consistently: "Every business must decide where they want to focus their disciplines and their core values. Disciplines are what come first. You have to make that choice. Is it operations? Is it products? Or is it customer service? Then the core values would be around who comes first. Is it your shareholders? Is it your employees? Or is it your customers?"
In addition, Herron said a business can invest in its brand to bolster its partnerships with employees and customers. A brand is important for a company, Herron noted, because it represents a company's core values. Therefore, Herron said devoting the necessary time and resources to building a successful brand can help a business differentiate itself from its rivals: "Brand is a lot more than just a slogan. It involves every customer touchpoint along the way. We’ve invested in new vans for our mobile technicians with a new design, and it’s one that pops when you see it on the road. After all, this is a lot more than a truck; it’s a rolling billboard that’s going down the highways in the country."