HOW DO YOU MANAGE YOUR STAFF DURING A REBRANDING?
The telecom industry has always been very sales-driven and revenue is seen as the most important aspect of the business. However, for us, customer service plays an equally important part to the success of a company. We believe that delivering outstanding customer experience will differentiate CSL from other telecom companies.
Notwithstanding our nearly 30 years of history, we are rebranding to position ourselves as a customer-centric mobile services operator. The new brand identity reflects our new vision and will be used to distinguish CSL as the corporate company brand with a unique proposition, from its existing service brands, such as 1010, one2free and New World Mobility. The new identity is also targeted to attract digital natives and young graduates to join the company mission, working in a team focused on displaying its core values.
Communicating our new vision to staff
In order to pass on the ideology behind the rebranding to our employees, we organised a half-day 'Vision mission value' workshop which all staff, from the chief executive officer to the tea lady, had to attend. During the workshop, we explained to our staff how we perceive our business, including our long-term vision - to connect people is the reason we exist as a company and it is also our mission for the next three years.
The company has identified innovation, respect and trustworthiness as its three corporate values. We encourage staff to make small continuous improvements, come up with great ideas and develop them into innovations. They have to understand that respecting customers, colleagues, the community, as well as the environment are what we cherish most. The way we build relationships - making sure customers' questions get answered - is key to being trustworthy.
HR's role in the rebranding process
Our new logo captures the essence of what CSL means to our customers, staff and business partners. We acknowledge our customers' different requirements and we have to innovate to meet their needs. So we have to start by thinking about who our future clients are - namely, the digital drivers who use mobile phones, Facebook and Twitter to communicate. As