Business culture pioneers Terrence Deal and Allan Kennedy defined culture as "the way things are done around here." If you agree with that definition then you'll also probably agree that culture must be made up of three simple ingredients: employees, work, and customers.It is the interplay between these three ingredients from which a business' culture will define its customer experience and will emerge.  

So, how does a company improve in the areas of employee, work, and customer? Well, not by doing anything that isn't evidence based. And not by doing anything that's really all that innovative. Improvement in these areas first comes from viewing each as a bell curve—a distribution of results from very poor to excellent.