Legal services organisation's employee engagement strategy leads to 33% reduction in employee turnover and increased applicant pool

The approach

Citation began a five-day story campaign to relaunch their Discounts and Various Exclusives platform, affectionately known to everyone at Citation as DAVE. They sent out one image a day to tease the relaunch and ended it with the big introduction of Miss Benefit – DAVE’s new girlfriend.

The following Monday, every colleague received a gift box containing a Miss Benefit Book which launched the new benefits, an invitation to the We Love Clients conference, a service book called Raving Fans – which everyone was given the afternoon off to read – and chocolate. Ahead of the conference, colleagues voted for who should receive an annual award and why. It included the categories Colleague of the Year, Service Star and Above & Beyond, in which every single colleague nominated someone.

Citation’s conference centred around service and set out their future vision and direction, they even invited the Customer Service Director from John Lewis in as a speaker. The Year of Service to encourage colleague engagement was launched and a life-sized cutout of DAVE and Miss Benefit were welcomed to the stage. To cap it all off, Citation’s workforce was split up into groups and challenged to implement 15 new actions around customer service within three months. The best idea would win a £10,000 prize.