Building Authenticity into Your Customer’s Experience

As I wrapped up a strategic planning meeting at GMG Insurance, my soon-to-be coworker asked about my vacation plans. I was days away from a long-awaited Caribbean getaway. Up until that moment, despite living authentically myself outside the office, I had navigated my career by downplaying my identity as a gay man, driven by fear of ridicule and pre-judgment from others that could impact my career success. So, you can imagine my overwhelming dread when I tactfully dodged my vacation plans, only to have my coworker, who is also a long-time friend, point out in front of the entire company (which I had just accepted a job offer) that I had plans to vacation on a chartered LGBTQ+ cruise. My greatest fear was about to be realized…

Today, in an increasingly digital-first world, consumers invest significant time conducting due diligence to identify brands and professionals who exhibit "authentic" qualities.

What is Authenticity?

By definition, authenticity is being true to one’s own personality, spirit, or character. Authentic people present themselves as genuine, sincere, and confident. They are more self-aware, honest, and value integrity. For employees to be authentic, they need to work in an environment of trust and security, where they can show up as their whole selves.

In the story above, the supportive reaction from my new colleagues when I shared my vacation plans reinforced the culture of trust and inclusion at my new job. This moment helped me realize the value of an environment where everyone feels safe being themselves openly. It was a practice that, until that point, I hadn't fully appreciated but quickly came to cherish.

What is an Authentic Brand?

Like our coworkers, brands must master authenticity. When your organization delivers an authentic customer experience, it demonstrates the following characteristics:

1. Transparency in its sales and service experience and through its products and offerings.
2. Genuine customer connections by promoting communication tactics that create relationship equity between customers and employees.
3. Clear and concise communication through marketing and employee messages, creating a sense of trust in the deliverables and expectations.

Your organization also has a financial benefit if you create an authentic customer experience. One study by Emplify surveyed 2,000 social media users and found the following statistics:

• Nearly 50% of respondents began their product research through marketplaces and search engines.
• Online customer reviews and ratings were the most influential factor when consumers researched solutions online—outranking price.
• 71% agreed that authentic positive ratings and reviews made a real difference in their decision to buy.
• 70% indicated authentic customer care experiences were important.
• 40% of customers would recommend the organization to others after an authentic customer experience.

How Do You Create an Authentic Customer Experience?

To create an authentic customer experience, you must first answer the following questions, considering a 1 (Strongly Disagree) to 5 (Strongly Agree) scale:

1. Our sales and service team addresses all customer inquiries promptly and transparently, without avoiding difficult questions or issues.
2. Our employees actively engage with clients and prospects to understand their needs, interests, and concerns.
3. Our products and services consistently meet or exceed the expectations set by our marketing and sales communications.
4. Our employees’ behaviors consistently reflect our organization's mission, culture, and core values in every interaction.
5. We actively review, discuss, and promote workplace behaviors that positively reflect our organization's brand and mission.

If you feel there is an opportunity to improve based on your responses above, here are several suggestions to enhance your authentic customer experience:

1. Identify Your Ideal Customer: Understanding that most products are not one-size-fits-all, understanding your ideal customer and their expectations is an important first step. Consider how car brands have masterfully crafted authentic brand deliverables—matching the right car with the right buyer. For example, Toyota is family-focused, and Mercedes is prestigious.
2. Employee Empowerment: When your employees are in an environment where they feel included, enthusiastic about their work, and supported by the organization's leadership team, they will be motivated to go the extra mile for the customers. Consider enacting a similar program we created at GMG Insurance, where we reward the client advisor who received the most customer reviews at the end of the year with a gift basket. Allowing your employees to express who they are and letting them connect with customers will create a love affair between your staff and consumers.
3. Transparent Value: Consider how your organization demonstrates transparency. There are several ways to create greater transparency. You might consider outlining workplace behaviors to support your company’s mission or values, timelines shared with prospects by the sales team, or service plans developed and followed by the service team.
4. Demonstrate Through Your Actions: Share your story using social media, press releases, employee advocacy, and community engagement. Acting morally and ethically, in line with your customer expectations, sets you to create a consistent and authentic experience that your customers will rave about.

When I look back on that experience, I now see how sharing a part of my personal life was a pivotal moment for me in understanding the value of authenticity in the workplace. Today, I am more comfortable, energized, and motivated to show up for my coworkers, my CX Synergy partners, clients, and the community because I can bring my "full self" to the office without fear of judgment or prejudices via unconscious biases. This experience demonstrates how a culture of workplace behaviors that promotes inclusive practices not only supports but actively enhances our collective professional effectiveness.