In 2002, Wells Fargo, a US financial services company, implemented a new customer first brand strategy that used employees as the key channels. The company created a culture that made all team members PR stewards and ambassadors for the brand with responsibilities to create exceptional customer service and experiences. As a result of the strategy, the company was rated America's Most Admired large bank by Fortune, and the 12th most admired company in the world according to Barron's....
BPIR Categories4.1.4 Develop & implement marketing strategy
1.3.1 Build customer relationships
9.7.1 Encourage employee involvement and feedback