It is easy to start listing such values as customer satisfaction, quality excellence, honesty and so on, but do these reflect what your people actually do? How do you know? Are the values and behaviours tested regularly and independently? As a board member do you occasionally telephone your organization’s switchboard posing as a customer and try to buy your product or service? Have you tried to make a complaint and follow through what happens? Have you ever used your own helpline or tried to find simple information on your website? Have you looked up your corporation on Wikipedia, or searched
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