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 Categories

4.1.4 Develop & implement marketing strategy
1.3.1 Build customer relationships
9.7.1 Encourage employee involvement and feedback

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