Designing Company Culture

Frances Frei and Anne Morriss are co-authors of the book 'Uncommon Service: How to Win by Putting Customers at the Core of Your Business.' Morriss defines her world view as "excellence equals design times culture," a formula that forces a company to choose where to excel and where to under-perform: something Morriss and Frei say is essential as we move into a service-based economy.

As outlined in this Frances Frei and Anne Morriss speech, 'Uncommon Service' discusses the importance of building a company culture that permeates from the top of the organization to the front lines, where customer experience is shaped. The 'Uncommon Service' method to achieve this is through the careful design of the organization which outlines clearly what the company is good at (or what they do) and what they are bad at (or don't do).