Background and challenge
In 2007, Friends Provident constructed a communication hub at each of its main sites to provide staff with a discrete environment for learning about the company and its plans. Staff were encouraged to visit either individually or in teams and this became more likely if the content was of interest and relevance to them. Friends invited Ibis Communication to help develop some of this content.
Approach
Friends is in the midst of a major change programme to help achieve its vision of being the standard by which others are judged. The proposed changes range from standardising performance appraisal to the introduction of new call centre technology and improving the online customer experience. What linked each strand of the programme was a need to engage staff fully so that everyone understood how it impacted upon them.
Over the course of 8 months, Ibis researched and produced a series of films branded Perspectives that examined a particular change from a customer, employee and business perspective. Each film featured a range of voices and closed with a clear statement as to how people could support the desired change. Managers were then encouraged to view the films with their teams in the hubs so that the implications for each team could be properly discussed.
Feedback
Feedback from the engagement team, directors and most importantly the audience was very positive. The combination of strategic insight and high quality production ensured the films met their objectives and have helped to accelerate Friends’ progress towards its goal.
