Magazine article Marketing

Awards for Excellence: Internal Marketing

Magazine article Marketing

Awards for Excellence: Internal Marketing

Article excerpt

WINNER Client: Comet Agency: In-house  COMMENDED Client: BT Agency: St Luke's Communications 

Comet's realignment of its business from a price-driven to a customer service-driven model started in early 2005 as internal marketing project 'Comet Vision'.

The project introduced four key behaviours, representing Comet's new core values, to enable staff to understand and embrace the business model: deep knowledge, care for every detail, passion for service and individual attitude.

The programme also included a rebrand of the company: its red-and-white logo was replaced with black-and-gold insignia, and uniforms in the new colours were distributed to 8000 employees in 250 stores and service centres.

Comet launched two initiatives designed to change customer experience by improving staff knowledge and motivation. Its eLearning system introduced modules in key product areas and it also set up a mystery shopping scheme.

In addition, 3000 'product expert' roles were created to help staff deliver the four values. A total of pounds 3m and 4500 man-days in training and briefings were invested.

The judges were impressed by Comet's commitment to long-term change.

The board of directors spends one day each month in a different store, service centre or home-delivery store to talk to employees. Comet is also operating a peer-to-peer recognition scheme, which encourages staff to nominate colleagues who display one of the values. …

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