John DiJulius | Customer Experience Blog

The difference between a Mission, Purpose, & Customer Service Vision Statements
October 28, 2015, 7:26 am
Filed under: Customer Service
Statement overload! When we start working with a consulting client and tell them the first place we start is creating a customer service vision statement, they say, “The last thing we need is another statement, we have mission statements, purpose statements, and our employees can’t even keep them straight.” Good businesses have evolved away from lengthy
wordy mission statements that no employee can recite. Today it is okay to have three major company statements, provided it’s clear as to how they differ and how your employees need to
decipher them. 

What is controllable? While every company needs strong, inspiring mission and purpose statements, they are results, not actions. If your mission is to be the #1 financial institution in the world, what does that tell a bank teller or loan officer to do today, as they interact with each Customer. Even the greatest mission and purpose statements are not actionable by employees. Let’s look at a few great purpose statements:

To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time

John Robert’s Spa: To enhance the quality of lives around us 

The DiJulius Group: Changing the world by creating a customer service revolution 


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