Telenor’s corporate responsibility report
TELENOR AMBASSADORS
The goal of this initiative was to bring em-
ployees closer to customers, so they can learn
about the customer’s first impressions from the
new brand. Management representatives as
well as staff from different departments spent
a whole work day in company stores across the
country. Telenor employees were able to greet
more than 300 customers in person and to ask
their opinions and perceptions of the brand.
The majority of interviewed reacted very pos-
itively to the new corporate identity, products
and services.
Boryana Mladenova
Program Manager
GLOBUL was a strong brand that was difficult to replace overnight. For this reason we decided
to start our rebranding with a campaign for customer awareness about the upcoming change.
It was followed by a complex change of the legal business name, logos and the colors of Tel-
enor Group last. Our goal was not only to show customers that we are changing the brand,
but also to provide the actual rationale for it, with tangible aspects derived from our product
portfolio, our service and network quality goals. Over the course of a year we developed a com-
prehensive program with clear milestones. The projects that supported our rebranding pro-
cess fundamentally changed the way in which we serve our customers. Some of the projects
had extremely short deadlines and it was the enthusiasm and the teams and their motivation
that ensured success on time. After all was done we were yet to change the most important -
organizational culture. As is well known, change starts from within. Our first steps to internal
rebranding started with an opportunity for every employee from the administrative offices to
join the Telenor Ambassadors Team.
The campaign utilized various media for communication which helped generate a number of
innovative ideas. The change of corporate identity was an opportunity to demonstrate to cus-
tomers that we were about to deliver an exceptional experience. And we did not stop there. We
continued to build a company that constantly delivers change that customers love along with
opportunities with social aspects such as a high quality service for everyone.
Marketplace
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