Here is some great research from Forrester. I am a big fan of theirs. Paying attention to the culture is a huge issue.

We all know leadership is crucial. When it comes to helping your business on the journey to becoming digital, leadership, along with a mandate plus building the team, become critical.

The CEO has to make sure there is a strategy. The CEO has to make sure everyone takes a holistic business perspective. No one else can do this. Call it building a culture or transformation or change management, it is work that has to be done. It starts in the C-Suite.

“Culture work is the customer experience (CX) competency that amplifies all the other CX competencies — from design to measurement — and I’ve just completed a thorough refresh of Forrester’s core research on culture work: a trilogy of reports that’s part of our CX transformation playbook. Over the past couple of years leading this research, I have enjoyed connecting with and interviewing culture work leaders whose efforts resulted in CX improvements as well as business improvements. My updates to the trilogy reflect these new learnings:

• • • In the beginner report, “Establish Your Culture Work Practice,” I’ve refreshed the five steps (which CX leaders should follow to lay the groundwork for a more customer-obsessed culture) with many new examples, some of them also backed by more in-depth case studies.
    • In the intermediate report, “Scale Your Culture Work Practice,” I address what makes culture change so difficult: Tackling one part of the organization or one set of behaviors will not change the culture. I’ve added direction (again backed by case studies) on how to shift behaviors organizationwide through connected cultural activities rooted in your organization’s customer-centric values. And I’ve added a checklist like the one at the end of the beginner report so you can assess if you are ready to move on to advanced culture work.
    • In the advanced report, “Evolve Your Culture Work Practice,” I added new examples of CX leaders who have transformed their organizations to embrace customer centricity and adapt to changing customer needs continuously. Keep an eye out for related research on how to scale your CX organization, which I’ll be publishing later in 2021.”

Source: Establish, Scale, And Evolve Your CX Culture Work Practice