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News & Press: Leadership

Why Values Matter to Your Customers

Thursday, July 20, 2017   (0 Comments)
Posted by: Alyce Ryan
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 Written By:  Rocky Romanella, keynote speaker and author of Tighten the Lug Nuts: The Principles of Balanced Leadership.

Why Values Matter to Your Customers
Your character and reputation is a direct reflection of your values

Whether we realize it or not, we are all here to determine what our real intent is in life. That’s why teaching others about values is so important to me, especially in our current business climate where each day we have a new headline of compromised values.


Customers are a Good Judge of Character

Whether institutional or personal values, customers are drawn to organizations and people who share similar beliefs. These principles make up the foundation of your mission and reputation. Take it from me, they are not merely words. They will become part of your character over time. Character is one of the most important traits of a leader and a company, and one that customers gravitate to or stay away from when given the choice.


Being a Balanced Leader

I believe companies enhance their growth momentum and reputation when they focus on three key constituents: customers, people, and share-owners. My principles of Balanced Leadership™ are:

  •  Think like a customer by approaching each challenge as a true solutions provider.
  • Feel like a valued contributor by knowing their work matters and never compromising on safety or values.
  • Act like an owner by creating an environment where every member of their team understands the business plan and what leads to success.


A simple formula I use to establish both personal and organizational values that will solidify your reputation, character, and your customer experience is to define, articulate and institutionalize:

  •  Who you are
  • What you stand for
  • What you will never compromise

Defining Your Individual Purpose When No One is Watching

Your true character is defined by your honesty of purpose. Your purpose is sacred and authentic. Honesty is what is at the core of your moral character. It is being trustworthy, loyal, fair, sincere and true, even when it is difficult to be. It is not only how you create your values, but also how you add value to the lives of others.

Academic excellence, character development, personal motivation, physical development and leadership all require you to perform at your best – with honesty of purpose. You cannot develop your character, motivate yourself or lead others unless you have truly defined your purpose – your intent.

Your Values are Your Compass

Purpose-driven people put their morals, character and honesty first.  Without purpose, we drift. With purpose, we steer.

In my book, Tighten the Lug Nuts: The Principles of Balanced Leadership, I discuss how leadership is about building a bridge to the future. Your values are the foundation of that bridge, which connects vision and strategy to your go-to market product or service.  By hiring individuals with strong core values and training your team on who you are as a company, what you stand for, and what you will never compromise, you equip them to institutionalize your values with every interaction. 

Don’t Succumb to Pressure

Even when there is pressure to perform, to hit internal Key Performance Indices, custom Service Level Agreements, or quarterly financial projections, you have the responsibility to yourself and to others to use your best judgment, weigh your options carefully and make the right decisions , even if they are not the most favorable or popular – even when no one is watching.

When you do that you honor yourself and your values. Wherever your path takes you, know that your trustworthiness is your highest honor.  For if you are a trusted leader, others will believe in your vision, mission and values, and trust in you enough to follow you, whether in business or on the battlefield.

One of the biggest differentiators between good and great is the superior customer experience that is provided on a consistent basis. During every customer interaction, your reputation is on the line. That’s why values matter!


About Rocky Romanella

Rocky Romanella is an experienced CEO at 3SIXTY Management Services, LLC, Director, Keynote Speaker, Executive Advisor, expert in Customer Service and Leadership Development, and author of Tighten the Lug Nuts: The Principles of Balanced Leadership. Rocky pulls in audiences with real-life stories from an illustrious career spanning nearly 40 years at one of the most recognized and admired brands in the world, UPS. Having led record sales efforts, rapidly building brands and managing teams through difficult restructuring events and developing a culture needed to integrate past acquisitions, he inspires audiences to create a unified company with one vision. Find Rocky on Facebook, Linkedin, and Twitter.


3SIXTY Management Services, LLC are business leaders who help companies enhance their growth momentum through our Balanced Leadership™ Model using an assertive approach to execution and accountability. Contact the team at