Fujitsu Services develops the reputation for great customer satisfaction

Purpose – This article describes the Fujitsu Services “reputation program”, developed to change the behavior of employees so they genuinely live Fujitsu Services' brand values. Design/methodology/approach – Highlights the challenges the company faced, the ways in which it went about tackling them, and the benefits the program has brought. Findings – Details the ways in which consultancy and learning partner Academee helped to facilitate the reputation model; how Academee consultants and project managers worked in partnership with Fujitsu Services; and how the program was rolled out across Europe. Practical implications – Demonstrates that, during the first year of the program, the company achieved record profits up by 45 percent, revenue up 15 percent (in a period when the IT services market in Europe saw growth of only 2‐3 percent) and the Fujitsu Services order book at a record high. Originality/value – Shows that customer satisfaction has increased, and recruitment, selection and training processes have improved, since the launch of the program.