Collaborative Leadership is Key to Customer Service Excellence

Originally published on LinkedIn on July 18, 2025.

I recently came upon a 2024 pulse survey, Rethinking Customer Interactions to Boost Customer Experience, by Harvard Business Review Analytical Services. 

In the survey of senior business executives, 94% say that it is very important to consistently deliver positive customer interactions, but only 38% say they are very successful at doing so. A common hurdle to positive customer interactions is lack of collaboration. In fact, nearly half of the HBR survey respondents cited that a lack of collaboration across teams was the biggest challenge in delivering quality customer interactions.  

It made me think.  

At NOVA, we often talk about collaboration. It is one of our core values. 

Our structure is focused on collaboration to meet our customers’ needs in many ways. Our Market Focused Teams bring together marketing, sales, customer service and technical services to address customer pain points and opportunities. Another example is how NOVA’s planning, logistics, and customer service teams work together to ensure supply reliability and meeting our customers’ delivery expectations globally. 

But as I read the research, I started to wonder. Are we doing enough? How can we continue to get better? 

I try to model collaborative leadership to advance both exceptional customer experiences and organizational excellence. I believe when leaders engage closely with employees and champion open communication, it fosters a culture of trust, innovation, and shared purpose. This involvement not only boosts team morale and productivity but also translates into more responsive, customer-centered service.  

Research shows that an empowered, motivated workforce tends to go the extra mile—leading to higher satisfaction for both employees and customers alike. When teams align around common goals in a supportive environment, they are more likely to hit targets, grow together, and sustain long-term success. 

According to research from Indeed, collaborative leadership focuses on several skills.  

1. Trust: Collaborative leaders build trust through open communication, autonomy, and seeking input, enhancing customer experience by motivating employees to deliver exceptional service.

2. Motivation: Positive reinforcement and incentives from collaborative leaders motivate employees, leading to enthusiastic and dedicated service, and improving customer experience. 

3. Delegation: By delegating skill-based tasks, collaborative leaders empower employees to take ownership and excel, elevating the customer experience.

4. Communication: Clear communication in meetings ensures employees understand their roles, leading to efficient and customer-focused service. 

We all have a role in shaping the customer experience, and it starts with collaboration. As leaders, let’s commit to finding ways to lead with empathy, collaboration, and purpose. By supporting our teams, fostering a culture of purpose and trust, and investing in people development, we elevate the customer and employee experience.  

I welcome your thoughts, ideas, and examples. 

See John Thayer's full post on LinkedIn here.

John Thayer is the Senior Vice President, Sales & Marketing, responsible for driving market leadership and sales strategies for the Polyethylene and Ethylene businesses for NOVA Chemicals.