Critical to any culture change is that people are engaged. Volkswagen wanted to provide an end-to-end experience that matched the value of the product the customer was buying.
We knew that there was little point in delivering a shiny showroom, unless every member of staff understood exactly what the brand values were. Likewise, TV advertising and other marketing activity can’t achieve its full impact unless the values that you are promoting are reflected every time a potential customer interacts with the brand.
We worked in partnership with a training agency to engage staff in the change programme. And we supported all of this with an Integrity helpline and online support.
Nowadays, Volkswagen showroom staff listen closely to their customers, and are all fully versed in the brand values and the importance of viewing everything from the customer’s point of view.
Industry or sector
Automotive
Country
UK
Challenge
Brand awareness across franchise staff
Services
Brand engagement
Links
Volkswagen
Downloads
Employee engagement factsheet.