Moat Housing had an ambition; it wanted to move the entire organisation from simply being customer focused to fully customer-hearted. In order to achieve this they needed to redefine and then embed a new culture of customer service orientated behaviour.
Our solution A research programme which put Moat under the microscope beginning with asking employees what they thought, then looking at their competitive set, their customers and other external stakeholders. This was followed by workshops with the CEO and the rest of the executive team to redefine the values and voice and develop a framework for a new culture. Woodreed then spent time sharing this with the next tier of management, then training them how to deliver the new values and cultural framework to their teams. This allowed the message to be quickly and efficiently cascaded right across the organisation, ensuring everyone understood, felt motivated by and importantly had a sense of ownership over the values and cultural framework. Graphical devices helped bring the values to life as well as an internal strapline encapsulating what it means to ‘be Moat’. An internal marketing strategy based on Woodreed’s proprietary 7 step model STRIPES will follow.
The results The values and cultural framework are being integrated into Moat’s recruitment, induction, training and recognition & reward programmes as part of their commitment to embed them right across the organisation. Employee surveys and research amongst key external audiences will continue to measure success.
“Experienced strategic thinkers, Woodreed challenged our assumptions and approach and took our thoughts in new directions. Their understanding of our objectives and vision enabled them to guide our group of senior directors to a consensus on our new framework of values and behaviours. Enthusiastic, dedicated, knowledgeable and pragmatic, they are flexible, grounded and, importantly, have a great sense of humour.” Hugh Fenn, Executive Director:
Housing and Customer Service
Moat: Redefining a culture to help build a customer-hearted business
