Culture is the most important factor, way more important than technology, for example. By culture, we mean a set of shared values and beliefs that drive a change in behaviors. This has to be both a top-down and a bottom-up approach. The CEO and the C-level executives must embody the culture and the DNA of the brand so that employees change their behaviors to better serve their clients. A great example of this was shared by Frédéric Oudéa, the CEO of Société Générale, when receiving the 2018 prize (see picture below): He regularly (once a month) spends time learning how to code in order to understand IT/software issues and directly listen to clients and employees. Another example comes from C-level executives at Generali or Air Liquide, which spend time regularly to call back detractors themselves. go.forrester.com/blogs/dig…