Vodafone Case Study | Winning Together

The Brief

Vodafone-Romania, Romania's leading mobile telephony provider, needed to make the challenging cultural shift from being a service provider to becoming a world-class retailer. NKD was appointed to help turn the company's new retail model into reality by revolutionising and enhancing the 'customer experience' delivered by its retail workforce.
 

The Solution

Together, NKD and Vodafone decided that the key to success would be an engaged workforce with the will and the skill to deliver a powerful branded customer experience. To achieve this, NKD set about creating a new set of brand behaviours designed to drive a positive experience for all customers - a concept that NKD calls "living brands".

A series of new corporate values and four desired brand personality traits for Vodafone were identified:

• Energetic
• Passionate
• Proactive
• Expert

To instil the new brand personality traits within the attitudes of employees at Vodafone, NKD chose a teaching method that involved hands-on "experiential learning" using a range of sensory techniques. At each learning event, employees were immersed in a friendly, themed environment which exuded the new Vodafone brand personality.

NKD focused on three core programmes to reinforce the new company branding. A series of live events called Winning Together was used to inspire the company's 400 retail employees and equip them with world-class sales skills. This has since become the induction programme for all new retail employees. All shop managers and regional area managers attended a two-day session called Leading Together, which provided leadership and management skills designed to be applied back in the workplace. Staying Together was a live review of key people processes, transforming them - where necessary - to reflect the new retail promise, brand personality and company culture.
 

The Results

Vodafone set a new standard for retailing in Romania. As a result of its successful culture change programme, the organisation is now fully committed to becoming a world-class retailer. NKD's work contributed to an additional 600,000 subscribers in the quarter immediately after the events, representing a 25 percent year-on-year increase.