Lorri F. Lennon ABC, Business Interconnexions Alvin Wong, Westpac Banking Corp

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The in-house consultant modelSupercharging your
internal brand
Lorri F. Lennon ABC, Business InterconnexionsAl
vin Wong, Westpac Banking Corp
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About the organisation

• Major Asia-Pacific bank (Australia)
• 27,000 employees
• Global assets of A300 billion
• 850 branches
• No.1 in the global banking sector for Dow Jones
  Sustainability Index five years in a row
• No.1 in Australia for corporate responsibility

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Our story

• Established in-house communications consultancy
• Shared-services principles
• No mandate for first two years
• Grew from 1 to 60 consultants
• Major impact on internal brand and business
  performance

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What youll walk away with today

• 12 key learnings
• Architect
• Practitioner
• 6 super-charger tips

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The genesis in 2000
Record profits,
but growing public resentment
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with staff jumping the counter
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Internal brand melt-down

• Ineffective communication
• Fragmentation
• Inconsistent messages
• Missed opportunities
• Duplication of efforts
• Lack of central strategy
• Lack of integration

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IC a job, not a profession

• Worked in isolation
• No shared vision
• No shared learnings
• Inadequate measurement
• Lacked professional development opportunities
• Undermined by internal competitiveness
• Paid inconsistently

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Shared-services fundamentals
Organisation
Organisation
Shared Services Group
B.U.
xxxxxx
B.U.
xx
xx
xx

Demand

B.U.
B.U.
B.U.
Supply
xx

B.U.
Business unit
X HR Finance Procurement
Internal communications

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Our structure
CEO
Group Executive of People Performance (HR)
General Manager Stakeholder Communication
Heads of
Media
Investor
CSR
Govt.
Community Involvement
IC
In-house Consultancy
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Five shared-services principles
Supply
Demand
1

2
3
4
5
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Key learning demand-driven

• Demands made
• Tactics only
• Newsletter, video, road-show
• What we needed to be effective
• Strategic approach
• Business issues
• Desired behaviours

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Supercharging tip No. 1

• Guide and influence managers by
• Mapping out the bigger picture
• Illustrating with best-practice tools (Williams,
  dAprix)
• Building understanding by describing previous
  wins
• Asking business-related questions

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Key learning fee for services

• Needed clarity of purpose
• Why we exist
• How we help the business win
• How we add value
• See things from others perspective
• Business
• Customers
• Markets
• Elevator pitch

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Supercharging tip No. 2

• Super-charge your own brand
• How you add value
• Collaborator
• Integrator
• Connector of dots
• Devils advocate
• Unleash your passion

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Key learning measurement

• Use metrics to build your case
• Its a numbers game
• Unique Selling Proposition
• Link to managers KPIs
• Link to key business goals

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Supercharging tip No. 3

• Claim a key business metric make it your focus
• What keeps the C-suite awake at night
• What you can most reasonably influence
• Apply intent and focus
• Relay these metrics to the client

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Key learning centre of excellence

• Define excellence
• In the context of your organisations culture
• In the context of best-practice communications
• IABC Accreditation
• IABC Gold Quill
• Recruit, reward and develop accordingly

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Supercharging tip No. 4

• Target excellence
• Instill unflinching standards
• Stay true to the ideal
• Build a solid reputation
• Clients (trust)
• Market (recruitment)

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Key learning cont. improvement

• Formalise knowledge sharing
• KPIs
• Daily eBulletin
• Monthly team meetings
• RR Awards
• Half-yearly off-sites
• Comms on the couch
• Brainstorming
• Post Implementation Reviews

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Supercharging tip No. 5

• Push the boundaries organisation, team, self
• Create and innovate
• Take risks
• Build alliances
• Foster evolution not revolution

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Corporate DNA a potent approach

• The common thread linking all employees
• Encodes and aggregates
• Replicates core information
• Distinguishes companys brand essence
• Provides guidelines for employee decision-making
  
• Has a clear, easy-to-apply structure

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Westpacs DNA
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Key learning DNA

• Build brand potency
• Aggregated format
• Constancy
• Context
• Consistency
• Unified consultancy team
• Carriers of genetic code
• Marry corporate communications and business
  unit-specific communications

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Supercharging tip No. 6

• Synergistic power of consultancy and DNA
• Structure Form a coalition
• DNA Aggregation and format
• Existing components

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Improved business performance
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• Employee commitment
• Customer satisfaction
• Net profit

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Comparison 2000 to 2005
61
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with trust restored
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In summary the tail end

• Foster managers understanding of strategy
• Super-charge your own brand
• Lay claim to a key business metric
• Target excellence
• Push the boundaries
• DNA your organisation

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Questions?
lorri_at_businessinterconnexions.com.au alvinwong_at_wes
tpac.com.au