Inspiring Better Outcomes, #Ftr:CARES
Late in 2015, Frontier Communications, the nation’s fastest-growing telecommunications company with operations in 28 states, acquired all broadband and landline services from Verizon in the states of Texas, Florida, and California. This $1.8 billion acquisition allowed Frontier to provide customers with faster Internet services to more households throughout multiple states.
Faced with an immediate need to integrate acquired Verizon staff, operations, and FiOS product systems into the Frontier existing corporate culture, Frontier’s Customer Experience group recognized they had a rare opportunity. With the need to onboard staff across three states, there was enough initiative to go company wide with new programs to inspire their front line people to reach for new levels of customer satisfaction. In place of the top down strategy process of on boarding the acquired staff, the Frontier’s CX leadership worked with all the customer-facing teams to lead best practices and apply those under a new, independent banner. They needed a new voice to represent the new culture of excellence—they needed something people believed in regardless of prior brand allegiance.
With fresh thinking, I lead creative sprints on a series of #FtrCARE internal engagement campaigns that were designed to be implemented in days. We inserted the new #FtrCARE voice and visuals across all employee touch points, creating buzz and excitement that unified and rallied the staff from both companies. This independent look and feel purposely departed from the typical high-volume, product- and feature-driven rally campaigns. We exceeded objectives for customer service performance indicators.