Discovery involved interviews with senior leaders; brand research and linguistic analysis looking at how Crown talks about itself internally and externally; an employee survey; workshops with business units.

With this insight, the team was able to express Crown’s purpose alongside business-unit level expressions of the purpose, enablers and proof points.

We worked with comms, HR, and business units to define the comms and engagement approach. The focus was supporting leaders up and down the organisation to talk about the purpose.

But comms is only half the picture. As well as shaping new business unit strategies, there have been think tanks to revisit service propositions, marketing and the customer experience.

The evaluation approach – using existing survey tools Qualtrics and Crown’s proprietary software – measures not just how employees are getting to grips with the purpose, but how it is impacting employee engagement and customer satisfaction metrics.

Crown has also developed a unique measure of the customer experience linked to purpose – the Net Simpler Score.