To kick off the CRM process the 1,500 front-office employees were invited to participate in a competition over eight weeks. The objective was to make them understand the segments (500,000 customers were marked in segments). The game ran on the internet and was called 'Chairman'. In order to educate the employees a 50-page handbook (The Book for Directors) was written explaining their needs and the different arguments to be used depending on the customer situation. The participants were invited to act as managing directors in their own virtual Telecom business with the handbook as a helping tool.

65% of the employees participated in the game on daily basis – over a six-month period. By taking part in the competition, employee awareness of the customer's mindset has increased tremendously and staff have been more motivated. The Chairman, book accompanying the game, has subsequently been used as a daily tool and the book ensures that the front-office employees actually act according to consumer-oriented thinking. As to sales, the results show that 12% of the 500,000 marked customers have bought a more expensive solution based on the dialogue with front-office.