Corporate leaders often discuss team culture, but few translate the conversation into tangible metrics. Excite Media is redefining the approach, proving that culture isn’t just an abstract concept—it’s measurable, actionable, and directly linked to business success. By leveraging Employee Net Promoter Score (eNPS) and real-time feedback tools, Excite Media has created a data-driven approach to fostering a high-performance workplace. Their strategy offers valuable lessons for any organisation looking to enhance team culture in a meaningful way.
Culture as a Business Driver
Excite Media’s vision is clear: to be Australia’s most recommended digital agency. Achieving this goal requires two fundamental metrics: client happiness and employee happiness. While many businesses focus heavily on customer satisfaction, Excite Media recognises that a thriving workplace culture is just as critical. If employees feel valued, engaged, and fulfilled, they become brand ambassadors who, in turn, enhance the client experience.
This raises an essential question: how does one quantify something as intangible as workplace culture?
Measuring the Unmeasurable: The Role of eNPS
Developed by Bain & Company’s Fred Reichheld, eNPS has become the gold standard for evaluating workplace sentiment. This simple yet effective metric asks employees a fundamental question: How likely are you to recommend our company as a place to work to your family and friends?
Respondents rate their likelihood on a scale from 0-10, categorising them into:
- Promoters (9-10) – Enthusiastic employees who actively endorse the company.
- Passives (7-8) – Neutral employees who aren’t detractors but lack strong advocacy.
- Detractors (0-6) – Employees who may be disengaged or dissatisfied.
The eNPS score is then calculated by subtracting the percentage of detractors from the percentage of promoters, yielding a result between -100 and +100. A high eNPS score signals strong engagement, while a lower score highlights cultural challenges that need attention.
Excite Media has set an ambitious target of 80—placing it among the top 1% of companies globally. But the key isn’t just the number itself; it’s what they do with the data.
From Data to Action: Turning Insights into Culture
To gather meaningful feedback, Excite Media utilises Officevibe, an anonymous survey tool that checks in with employees weekly. Rather than relying on an annual engagement survey, which can be outdated by the time results are analysed, Officevibe provides real-time insights, capturing trends in workload, management effectiveness, and overall job satisfaction. The feedback is acted upon. The leadership team actively reviews responses, addressing concerns and implementing strategic adjustments. This iterative process ensures that employees feel heard, reinforcing a culture of trust and continuous improvement.
Key Takeaways for Businesses Looking to Improve Culture
Excite Media’s approach isn’t just for digital agencies—it’s applicable across industries. Here’s how other businesses can adopt similar strategies:
- Choose a measurement tool that fits your organisation. Whether it’s eNPS, Officevibe, or another feedback system, select a tool that allows for ongoing, anonymous insights into employee sentiment. The key is consistency and responsiveness.
- Act on feedback, don’t just collect it. Data without action is meaningless. Companies must be willing to engage with negative feedback, address concerns, and make visible changes that demonstrate commitment to a positive workplace.
- Prioritise people over numbers. While metrics provide valuable insights, culture is ultimately about people. A high eNPS score is only meaningful if it reflects genuine employee satisfaction and engagement.
Building a Culture That Drives Business Success
Excite Media’s commitment to measuring and improving workplace culture showcases the power of data-driven leadership. By embedding cultural metrics into their business strategy, they have created an environment where employees thrive and that success translates directly to better client outcomes.
For organisations aiming to strengthen their own workplace culture, the lesson is clear: culture is more than just a feel-good concept. When measured effectively and acted upon, it becomes a powerful driver of business performance and long-term success.
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