How One Company Turned Honest Feedback Into Lasting Culture Change: An Interview with Chris Ward

How did you first come across the Culture & Engagement Survey?

We came across the survey through the True Methods program. Doug introduced it and said, “Hey, do you want to do this survey? It’s no cost. It might help.” We gave it a try, and we’ve never looked back.

What was it like the first time you received your results?

I remember opening the first one—it was like a kick in the guts. I thought we were nice people and that everyone was happy, and then you realize there are things you’re not seeing. But that gave us the clarity to pinpoint exactly where we needed to improve.

Why do you keep using the survey over time?

You can feel culture, you can get anecdote, but you can’t measure it. The survey let us measure it. Over time, we’ve been able to spot trends—sometimes subtle changes that you wouldn’t notice otherwise.

For example, there’s a question about whether there’s a spirit of winning in the business every day. Our score started pretty good, but over about 18 months and several surveys, it went down a little every time. At first, we thought it was just variance, but when we zoomed out, we saw a clear downtrend.

If the spirit of winning ebbs away, that’s our lifeblood. So we got everyone together to talk about it. At first, nobody really knew why, but when we dug in, we started to pick up on a few things people were feeling. By changing just two or three things, we were able to pivot and get back on track. That number started going up again. That was awesome.

Some leaders worry that seeing critical feedback will be discouraging. What would you say to them?

I get that people feel nervous, but whether you know it or not, reality is reality. Wouldn’t you rather know, so you can fix it?

Elite athletes don’t say, “Don’t show me the data—I can’t bear to see it.” They grab the iPad and want to know what they did and how to improve. That’s the mindset we try to have as leaders. It can feel uncomfortable at first, but it’s a brilliant opportunity to model how we want our people to use data in the company.

What does your process look like after you receive your results?

First, I read them on my own. I’m a little apprehensive but excited. Then I share them with the leadership team, and we schedule a meeting to discuss what stands out—what improved, what declined, or where there’s a big variance.

After that, we share the results with the company, apart from the comments (to protect anonymity). We set up discussion groups to dig into a few key areas and brainstorm actions. It’s crucial to follow up and show that we’re paying attention. If you don’t, people stop investing their time and honesty.

For companies that have never used the survey, or used it once but didn’t continue, what would you say?

I’d ask—are you hitting all your goals? If so, great—carry on. But if not, why wouldn’t you use something that can give you clarity?

It takes maybe 10 minutes for your team to fill it in and 30 minutes to review. The impact is worth it. Unless you think your business is already perfect, I’d say give it a chance.

Ready to learn more about how the Culture & Engagement Survey can help your team?