There are two separate parts to your culture change process. The first phase, the Design Phase, is reserved for your design work. This is where you map out your journey for your new experience culture. This part of your journey takes place before you even get on the bus! This is a very critical part since once you move to phase two, there is no turning back. You must make sure there are no holes in your plan before starting the engine on your culture change bus.

The second leg of your journey is the Implementation Phase. This is where you get behind the wheel of the bus and get the culture change started. There are more stops in this phase since the proper implementation is most critical.

The first five stops are the Design Phase of your new culture; stops seven through 12 are the Implementation Phase.

Design Phase

Stop 1             Define Your Company Product

Try to decide what it is your customers are paying for. This is not as obvious as it sounds.

Stop 2             Cast Your Vision

This step will set the tone for the rest of your culture-building activities because it outlines the guiding principles of your new experience culture. It includes the five basic elements of a culture and sets the emotional tone for your company.

Stop 3             Craft Your Purpose

There is a definite difference between a company’s purpose and its vision. You’ll learn about this difference in this chapter.

Stop 4             Create Your Experience Formula

This will be the culmination of your efforts thus far and will serve as the tool for your employees to use when it’s their turn to drive.

Stop 5             Define Your Route

This is the stop where you plan how you will roll out your new service culture. What steps need to be taken to change: posters, signage, policies, and procedures – all of the visible and unvisible parts of your culture. This is not an actual chapter in the book, but probably the most important stop on your journey.

Implementation Phase

Stop 6             Casting

You must start ith how you hire and why you hire. Turn your Human Resources Department to a Casting Department. Nothing will side-swipe you more than adding new talent into a culture change that is not aligned with the new culture.

Stop 7             Training & Development

Redesign your approach to training. Create and maintain a corporate university to maintain your corporate culture. Adapt new methodologies and a new culture class for your training efforts. Training is no longer a nice thing to work in when you get the time; it’s part of the job description.

Stop 8             Establishing a Learning University

The best way to make an experience culture work is to create a functional corporate university, which models itself after a traditional university. This is an important stop that will not be fully completed for years.

Stop 9             Awards and Recognition

The catalysts in the culture change formulas are the tools of awards and recognition. What gets rewarded gets repeated.

Stop 10           Create a Culture Council

To keep your new experience culture alive, you must do it from the front line, not the top line. Establish a foundation for your culture to grow itself.

Stop 11           Prepare for Resistance

Whether you are a company of 10 or 100 or 10,000, you are about to change the lives of everyone of those people. You can’t blame them for being afraid. Change is about fear – the fear of the unknown. Plan for it, and you will not fall prey to its powerful call.

Stop 12            Celebrate!

Do we have to tell you what to do on this stop?

(By the way, did you think this was a 12-step program? It’s not. It’s a 12-stop program.)