From cheap, cheap, cheap to Value champions.

When we started our partnership with Tele2 in 2014, the telecom industry was under pressure. Customers were more dissatisfied with their mobile operators than any other supplier, feeling cheated by tricky price plans and complicated product offerings. Tele2 saw the need for a radical change, going from focusing exclusively on price to providing non-stop connectivity and an outstanding customer experience across all channels. They decided to redefine the industry and become a Value Champion, formulating the strategic goal “Strongest Growth through the most Satisfied Customers.”

To empower 4 000 employees and accelerate change towards the new goal, we created the movement ”Rise of a Value Champion”. It was designed to increase insight and awareness of why Tele2 needed to change and to drive actions supporting the shift. The movement resulted in a fully prepared and empowered workforce when launching the Value Champion concept externally. Already 6 months after the launch of the “new” Tele2, customer likability increased by 15 percent. Our journey with Tele2 continues, and people power obviously pays off: In 2017 Tele2 scored highest among the large mobile operators when measuring customer satisfaction.

As Tele2s journey continues, new ways of working are developed to fit a player in the mobile industry. To support the shift towards an activity based workplace in a brand-new office in Kista, we launched the movement ”It’s your choice”.  The aim was to get the most out of the new possibilities offered in an activity based building without losing productivity in the process. “It´s your choice” offered three different tracks to explore the new way of working: Short and snappy – for the more self-confident, Food for thought – for the ones eager for facts and Do it together – for the social ones. Employees were invited to choose one or try them all.

It’s your choice was launched six months before moving into the new office. Engaging activities and tasks were introduced continuously up until and after the relocation. We conducted several before- and after surveys at the time but we choose to display the results from an independent Leesman study. (It makes it easier to brag without cringing.) Perceived productivity rose from 42 percent to 68 percent only three months after relocation. Increase in perceived collaboration time rose from 40 percent to 53 percent.