EMPLOYEE ENGAGEMENT
TRAINING
CULTURE CHANGE
Service Culture
Arval Group, a global car leasing provider, is driving a service-focused culture rooted in passion and purpose across its organisation.
We launched a comprehensive plan to promote Service Culture, combining a global rollout with a digital training tool.
The challenge
Service Culture focuses on creating engaged, satisfied customers (internal or external) who experience great communication and first time resolution at every touchpoint. This was an established strategic priority for Arval, a global vehicle leasing firm, but more action was needed to help colleagues take customer experience mindsets from theory to day-to-day application.
The solution
We segmented the audience into personas, built advocacy communities, and developed tailored L&D materials, enabling each market to adopt SC consistently.
A digital training solution was created, offering the engagement of face-to-face learning in an interactive, self-serve format, tailored for all colleagues.
“This training was set up in a fresh and innovative way. The interactive, self-service nature of the programme has increased participation and allows participants to manage and access their own education. We are incredibly proud of the programme and have already seen a positive impact on morale in addition to tangible results.”
Suzanne Ford, Head of Customer Transformation
(Corporate Centre)
Our approach
Creating advocacy through segmentation
After running a series of global workshops to understand each market's approach, attitude and capability in the CX space, we grouped the markets into similar clusters. This allowed for a tailored but realistic communication strategy. Each cluster was then given a flexible and adaptable Service Culture implementation kit, containing a 24-week launch and activation plan that had pre-written copy, asset template and weekly ideas.
Digital Training Platform
After this successful launch, we needed to take the training beyond theory. This was about helping colleagues realise how Service Culture can show up in their day-to-day life, regardless of role or seniority. We used the attitudinal clusters to inform our curriculum and to create training that was appropriate, accessible and stretching across each cluster.
After creating the curriculum, we developed an online gamified learning programme. This was centred around an approach that allowed for core theory, individual application and team activities. The content is super engaging, uses a whole range of media and was supported by a behavioural science-inspired communications plan and manager guidance.
The results
The creation and integration of Service Culture across 24 diverse markets, has increased both NPS and NPE.
Markets are able to own customer service more effectively, reducing spend and resource required by central teams compared to previous years.
Training tracking at 100% completion rate in the majority of the countries it has been launched to, with a 5* colleagues rating.
