What began as an internal employee engagement program, the Service Excellence campaign so effectively captured the essence of SFN Corp.that its video production was quickly adopted for external use — at industry events, tradeshows, client meetings and as TV advertising commercials.
Challenge. SFN Group, a national recruitment and staffing organization, was looking to further engrain what had become its key competitive differentiator — its Service Excellence program focused on customer and candidate satisfaction — throughout its company culture.
Solution. We developed an “internal” brand strategy that brought to life the practical applications and widespread impact of Service Excellence on customer service. The goal was to inspire and further engage employees in the company-wide effort. Tactical elements included a Webex launch, internal Service Excellence “blog” and HR recognition program.
Results. Communication tools developed for internal branding purposes were so well received they were quickly adopted as external branding tools.
- See the Service Excellence motivational video that was used across trade shows, business development meetings and television advertising for the organization.
- The company’s Service Excellence spokesperson participated in speaking engagements and webex conferences both within and outside of the industry on the topic of customer satisfaction.
- Online followers of social media campaigns and blogs reached thousands within just three months of launch.