Inspiring new standards at Connex‐Vodafone: Using company culture to make a brand impression in a fast‐growing market

Abstract

Creating exceptional customer service in an environment where such standards don’t exist was a challenge for the Connex‐Vodafone group in Romania. Sue Wright and Matt Ralph of The NKD Group explain how creating a “living brand” with engaged employees helped bring about radical cultural change in an aggressive and competitive growth industry.