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Put purpose before profit – and be a business success anyway

Tal ordentligt – det koster dig ikke noget“ (“Speak decently – it doesn’t cost you anything”) is the tagline of Danish low-cost mobile company Call Me’s public awareness-raising campaign, which focuses on the harsh tone in the Danish public sphere. The campaign is the culmination of Call Me’s strategic shift from focusing on profit to focusing on purpose. A strategy which has already created tangible results on both the inner and outer bottom lines.

Call Me’s TRUST strategy

Call Me operates in a highly competitive market – a “red ocean” – where price is the key differentiator. Nevertheless, about a year ago, Call Me’s CEO, Hanne Lindblad, decided to transform the company’s business model by putting social responsibility and social capital (trust) into the heart of Call Me’s business.

The first step of Call Me’s TRUST strategy was to clarify what the company should stand for – a process that all employees were involved in. The result was a common recognition that all dreamed of making a difference. This was then linked to some guiding principles, The Call Me Way, which builds on a new foundation of creating value for not only Call Me’s shareholders, but also for its employees, customers and for society at large.

After the internal alignment process, Call Me has focused its TRUST efforts on its customers with its “Speak decently” campaign, which is just the first of several customer engagement initiatives that the telecommunication company has in the pipeline…..

Watch Call Me’s campaign and read more about how they have managed to turn employee satisfaction into employee enthusiasm on our new blog website here

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Posted in | CSR, CSR communication, Employer branding, Stakeholder engagement
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