Our research at Discover’s call centers found increased employee skepticism about management’s understanding of the customer contact process, and an alarming lack of awareness about Discover’s competitive situation.  This led to a ground-breaking program:  “It’s You Behind The Card” was a multi-year plan to change corporate culture and improve the customer experience. The program involved virtually all internal marketing tools:  call center POS, e-mails/voice mails to employees, newsletter editorial and meetings with upper management, intranet message board, interactive programmed learning, and employee surveys.  It also empowered call reps by giving them the authority to deliver customer at will, and various role-switching days for management/employees helped close the trust gap that had developed.