What makes a great company?

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Is it the benefits that come with working for it? The impact it makes on society and culture? The type of product or service it provides? The innovative marketing behind it?

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In today’s business ecosystem, it may be hard to tell.

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There are so many organizations of every size, with such varied examples of success and failure stories that, as leaders, we may not even know where to start when setting goals and values for our own.

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In his interview with Ben Kaplan for TOP CEO, Avaya’s CEO, Alan Masarek, lists the three core principles that drove the transformation of the company under his leadership to ensure its long-term success.

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Read below to learn all about these three pillars that can help you shape the future of your business.

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1. Destination Place to Work

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While most companies might focus on improvements on the customer front, you should never neglect the people who literally make or break your success: employees.

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They come to work each day and are expected to give their best so you can reach your goals.

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But how can we expect that from them if we don’t treat them with the right environment to stimulate them?

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It is important to create a culture that makes employees consider your company a "destination place to work."

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Companies like Google have cemented themselves as organizations where employees want to be.

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Because of the environment. The amenities. The code of behavior. The space for creativity. The fostered sense of belonging and community.

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Achieving this involves intentional efforts to shape the company's culture, investing in resources, and encouraging a working climate that attracts and retains top talent.

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2. Product Delivery and Quality

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On the more traditional front of improvement –that of clients, the side the world gets to see the most of– ensuring your service is top-notch is a must.

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This includes both the quality of the product or service itself and the efficiency of its delivery.

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Regardless of your company's financial position, long-term success depends on consistently providing products that align with customer expectations.

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In short, if you’re having economic troubles, don’t sacrifice quality. It will only worsen your perception by clients.

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To consolidate your position as an expert in your industry, make sure your product is state-of-the-art and has everything a customer may need out of it.

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And never make them wait too long for it. Delivery and reception of the purchase is a key part of the buyer’s journey –especially on the emotional side of things, with the excitement of finally getting what you were waiting for–.

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This objective reflects a commitment to maintaining a loyal audience and enhancing the company's competitiveness in the market.

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3. Legendary Customer Service

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Nowadays, customer experience is a key differentiator.

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No one can reinvent the wheel and it feels like every industry has a million other brands doing the exact same thing as you.

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So aim to distinguish yourself by providing exceptional service to customers.

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This involves dedicating time to each member of your community. Personalization. Authenticity. Real conversations that answer their questions and meet their needs.

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By excelling in customer service, you strengthen your relationships with existing customers and become appealing to potential ones.

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There seems to be a trend of seeking brands that truly care.

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So be there for your clients. Make them feel special, like they belong somewhere with you.

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The way to reach a dedicated customer base and enhance your position in the market is by becoming customer-centric.

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It’s all about them.

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Building your own foundation

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These three pillars ensure a holistic approach where you aim to satisfy as many stakeholders as possible.

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Employees are happy to work for you as you provide them with a positive environment in which they can be creative and efficient, while also having time to enjoy themselves.

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Customers are met with the highest quality in products, services, delivery, and attention, which, in turn, improves the way you’re viewed by them and by potential clients.

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And shareholders see an indirect benefit from the positive effect the previous changes generate, both in efficiency and in market positioning.

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Of course, this list isn’t a definitive solution that works for any business in any industry.

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Make sure you properly analyze your company and find the best fit for it. You may use just two of these, or one, or none!

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But remember to always move forward. The first step might be the scariest, but it may just be the change you need.

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For a real-life example, check out this week’s TOP CEO episode with Avaya CEO, Alan Masarek, and find out how these pillars can be successfully applied!

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Ever thought about creating your own thought leadership content? At TOP Thought Leader, we amplify new and established voices so they can become pioneers of their generation. Get in touch with us and embark on your journey!