CULTURE CHANGE PROGRAM

2012 - 2013

Agency: Jack Morton Worldwide

Client: Telstra

VP, Group Account Director

OCC - 2 years and $15M+ budget

Telstra had undergone many cultural changes before, and with new above the line messaging released to their customers before employees, it was more than critical that OCC was not to be perceived as a useless program.

Jack Morton was tasked to help define the OCC cultural change program, tools, triggers, processes and communications. This included pre-communications, during and post- communications, development of the delegate journey and cascade material.

Instead of organising a mass event for 32,000 employees (as per the initial brief), we collaborated with PwC, Bain and Be Learning to create a series of 2 day training sessions with small groups of 100 people. We designed and created 4 x 1500sqm bespoke Advocacy Experience Centres that would implement the customer centric culture, and train and empower 7, 500 Telstra People Leaders using experience learning techniques (theatre, tablet based interactive, cloud based content). 

After the 2 day session, employees learnt about advocacy and received the right tools to engage their teams into this new behaviour and mindset. In the end we have completed 84 people leader events across 4 locations, including the Philippines.

The program has received incredible uplift in NPS by the People Leader measurement, with scores lifting from 3.9 to an impressive 8.1 (Source: Telstra).

David Thodey have named the program as one of his top 5 achievement as a CEO at Telstra and the hardest thing he’s done - https://www.linkedin.com/pulse/hardest-thing-weve-donechanging-our-culture-david-thodey/?trk=hp-feed-article-title