Maxis kicks off ‘It’s not OK to be OK’ company transformation

• Re-energising brand identity to reflect more vibrant way of working
• Says has set high bar to improve network, products, policies and processes

MAXIS Bhd, among the telcos recently fined by industry regulator the Malaysian Communications and Multimedia Commission (MCMC) for dropped calls and having posted a 4.9% decline in net profit for 2013, has launched a new company philosophy and brand identity.
 
This move shows just how serious the company is about transforming itself into a customer-centric company, Maxis said in a statement.
 
‘It’s Not OK to be OK’ will be the new attitude driving standards of delivery and way of working, both internally and externally, it said.
 
In addition to the launch of the new philosophy, Maxis has also introduced refreshed visual identities for its Maxis and Hotlink brands.
 
‘It’s Not OK to be OK’ is not a slogan but an attitude … It is a mindset that shall permeate everything we do that affects customers,” said chief executive officer Morten Lundal.
 
“If we take a hard look at ourselves, we can describe ourselves as good because we in general clearly are, but we should also admit that we are not really great. And we want to be great,” he added.
 
Maxis’ logo, unchanged since it was first introduced 19 years ago, has been refreshed, the company said.
 
The iconic blue and green have been energised with more vibrant and dynamic shades of the same colours. External communication will have a new format based on a minimalistic modern expression.
 
Internally, Maxis had started making changes by revitalising the culture of the company through a new way of working: The Maxis Way, the company said.
 
“The Maxis Way is critically important to our success and growth strategy. It is a cultural change that has been put in place to develop highly capable and engaged people with strong values and who are positive, collaborative and passionate about our brand, our customers and how we work,” said Lundal, who had previously revealed details in an exclusive interview with Digital News Asia (DNA).
 
“This is still just the beginning of our journey. We are diligently going through the list of things to improve, which involves an end-to-end review of all processes, policies, products, customer touch-points, communication and insights, so we can provide what we and our customers define as a truly ‘great experience’,” he added.
 
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