Afiniti: a new business direction, a new set of values
Repositioning
Afiniti, a provider of AI to contact centres, was seeking a new direction for its business.
In particular, its new CEO wanted Afiniti to be known as a values-driven organisation that could always be trusted by its customers.
We created a company-wide consultation to uncover what Afiniti’s employees saw as their shared values. The consultation began with an all-employee survey that generated responses from over 700 participants. That was followed by workshops with 185 “culture champs” from all parts of the business and all regions, including the US, Europe and Pakistan.
When we analysed the data that came out of this research, we identified three themes. People said they:
wanted more transparency around projects and decision making
were highly committed, but were feeling the pressure of working across multiple time zones
longed to return to the warm culture that had existed pre-Covid.
Further consultation with the leadership team highlighted two more themes:
Afiniti’s commitment to innovationan urgent need to foster trusting relationships with clients
The solution:
a company-wide conversation about values
The outcome:
a set of authentic values, grounded in data
Based on this in-depth research, we identified three values:
Work smart
Be open
Spread joy
When we tested these values with the culture champs, they landed extremely well. Because they were grounded in rigorous research, the values were distinctive, authentic and accurately captured what employees had told us was special about their workplace.
To launch the values, we worked with the in-house team to create a video that incorporated voiceovers by a diverse range of Afiniti employees. By literally giving employees a voice, this touch reflected the approach we’d taken throughout the values project.
“Working with Broom & Moon feels like a true partnership. I trust you because you're smart and intuitive, with a strong moral compass. I can put you in front of anyone, from the CEO to the most junior employee, knowing you’ll take the time to make everyone feel heard. Your value lies not just in your creativity, but also the fact I can rely on you to help me get a project approved and embedded, not just done.”
Natalie Cerny
Chief Marketing Officer
Afiniti
