MAXIS: “IT’S NOT OK To Be OK”

New philosophy ‘IT’S NOT OK to be OK’ to drive delivery of unmatched customer experience
Re-energising the Maxis brand identity to reflect a more vibrant Maxis embracing New Way of Working
High bar set to improve network, products, policies and processes

Maxis showed just how serious it was about transforming itself into a customer-centric company with the launch of a new philosophy “It’s Not OK to be OK”. This mantra will be the new attitude driving standards of delivery and way of working, both internally and externally. In addition to the launch of the new philosophy, Maxis also introduced refreshed visual identities for its Maxis and Hotlink brands. These are some of the many initiatives that are being rolled out as its transformation journey gets underway.

“‘IT’S NOT OK TO BE OK’ is not a slogan for us, but an attitude. It is a mindset that shall permeate everything we do that affects customers, being it the big decisions and also the smallest details. 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,” said Morten Lundal, Chief Executive Officer of Maxis.

Maxis’ logo, unchanged since it was first introduced 19 years ago, has been refreshed. 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 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. 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 touchpoints, communication and insights, so we can provide what we and our customers define as a truly ‘great experience’,” he said.