BRITISH GAS
KEEP IT REAL. CREATING AN EMPLOYER BRAND FOR 27,000 PEOPLE.
“Dave is helping us bring our brand promise – Doing the Right Thing – to life for 27,000 people in British Gas. They’ve tackled the task with a refreshing energy and tenacity and delivered a highly creative approach that has had a real impact on people’s behaviour right across our organisation.”
Nick Smith, Marketing & Strategy Director, British Gas
In 2004 British Gas had launched a big ad campaign, with the strapline “Doing the Right Thing”. The problem was that their 27,000 staff didn't know what it meant or how to deliver its promise.
Dave initiated a programme to help employees understand what ‘doing the right thing’ meant in terms of their everyday work. Next we identified examples of ‘doing the right thing’ in action and launched an internal campaign to bring the concerns of British Gas customers to life for staff across the company. Finally we created an internal customer service academy to help staff make more on-brand decisions more often.
It worked. Within a year 83% of the business were aware of and fully understood the direction the company was going in, while 76% of people could think of an example where they or a colleague had 'done the right thing' for a customer. Dave’s work received a commendation at the Marketing Society’s “Hearts and Minds” Awards.
