Driving customer engagement through employees
DFS had evolved from a transactional duty-free shop to a relationship-based luxury retailer. The workplace behaviours and skills of the employees had to evolve too. Their proposition as an organisation and employer had changed, and they needed to reflect this through a new vision, new values and behaviours. They had to communicate the changes to all employees, ensure consistent messaging across all roles and functions, and generate excitement and ownership.
PACT created a series of employee engagement activities to inform, educate, and engage DFS’ employees. The core idea being “The customer experience is a direct reflection of how well our employees inspire them and how well DFS inspires employees”. We produced a suite of luxury fashion photography and movies using DFS employees as models and DFS work environments as locations. A 12-month roll-out plan was developed, which included a CEO film, multi-lingual communications guides for managers (who were nominated as communications ambassadors), intranet updates, posters, film screenings in team meetings, and pop-up events.
The employee filming was enjoyed by all employees who took part and was effectively an employee engagement activity in itself. A series of brand engagement workshops were held, and team members personally reflected on the new values and how they would live in them to inspire their customers. The employee movies were then used in multiple employee onboarding, training, and engagement events, and remained one of the favourite employee activities of all time.