Project Description

This page showcases the overview of the entry of a 2015 Peer Awards for Excellence finalist, which was judged at conference.

Interested in this year’s Peer Awards?
FINALIST: Molson Coors
Entry Title: Customers Inc.
Talk Title: The Importance of Employee Engagement in delivering Great Service
Category: Employee Engagement (People & Performance)
Food & Beverages

Customers Inc. engages our non-customer facing teams in listening to the voice of the customer through the presence of life-size cardboard cut-outs placed across our UK business.The characters – real in all but name and image – represent every customer type. They are at various life-stages with us and have different needs and views on our service – each carries a message based on recent experience.

The focus is on fun with each character injecting personality through a range of tools from video stories to instant messaging whilst delivering serious messages around service and highlighting consequences of our actions on customers.

Our customers now have a presence in every meeting room, ensuring their needs are front of mind in each decision we make and process we design. Our non-customer facing teams have a better understanding of their impact on service, meaning our wider organisation is engaged in listening to, and acting upon, the voice of the customer.

Our Customer Ambassador Network – a group of employees representing each function – help us set the tone and keep the campaign live, meaning people from across our business are now actively involved in shaping our customer experience plans.

Customers Inc. is designed to engage our non-Customer facing teams in listening to the voice of the customer. The campaign helps these employees understand our customer’s needs and recognise the part they play in delivering great service by bringing the Customer in to the room, giving them a personality and making them impossible to ignore.

We have made it easy for employees to connect with the Customers – they can send them an email or ask a question on Yammer – meaning they can interact and learn more in a way that suits them.

Customers Inc. has involved our wider business in our Customer strategy, helping our employees understand the impact they have on delivering great customer experience. Engaged employees deliver great service and Customers Inc. has helped our teams get involved in a fun and informal way.

The Big Idea campaign provided employees with the opportunity to submit (and vote for) initiatives that would improve customer service, with the most popular ideas taken forward to implementation.

With 15% of our employees participating, this is the start point for us creating a customer centric organisation where every employee feels empowered to make a difference.