Guiding 5,500 employees to excellent customer orientation

Challenge: AMAG wants to tap into its immense potential in the area of customer orientation. Only every second customer who purchases a new car remains with the company as an after-sales customer. That’s why AMAG came to Heads for internal strategic and operative brand management, and asked Heads to create a program to increase awareness of and shift employee behavior toward service and customer orientation. CEO Morten Hannesbo sums it up: “We want more than just satisfied customers; we want thrilled customers!”

Solution: If AMAG wants thrilled customers, it needs to be able to positively surprise them again and again. That is why Heads created the internal slogan WE SURPR!SE. This memorable internal motto inspired employees in a variety of ways to offer excellent customer service. The focus was on middle management – the key factor when it comes to improving service and customer orientation. However, the initiative was aimed at the entire workforce, because the teams who interact directly with the customers can only offer the best service when all of the more than 5,500 employees focus their work on the needs of the customer. With Heads’ “AUTO process”, all AMAG employees were made aware of what excellent customer service entails in terms of attention, understanding, trust and impact through the tactic of “needling”.

Result: After 24 months, the customer focus had demonstrably increased. More and more new car buyers remained loyal to AMAG after purchasing their cars. The customer initiative was interlinked with the day-to-day operations and WE SURPR!SE evolved to become a long-term corporate slogan.

Heads Corporate Branding AG: AMAG Behavioral Branding