It’s R.E.A.L. – Documenting a Corporate Culture


Texas Dow Employees Credit Union (TDECU) instituted a cultural shift with their customer service model called R.E.A.L. standards. This was the culmination of an employee-led initiative, with everyone, from the CEO to the tellers, committing to making these four service principles second nature: Reliable, Efficient, Accommodating, and Loyal. They adopted this philosophy and applied it to every facet of the organization, such as including it in new hire orientation as well as employee evaluations.

We were commissioned to capture the story of the R.E.A.L. standards and show the tangible benefits of their hard work in adopting and implementing these service commitments.


The video was meant for the employees, to feature their experiences, reward their efforts and motivate them to keep living the standards. We had access to some of the members who benefited from R.E.A.L. service. Production value had to be high to reflect the importance of R.E.A.L. standards.


We created a testimonial video, combining thoughts from employees and members in a candid and unscripted manner, weaving together a story of how R.E.A.L. standards have improved lives. This was a showcase for the employees, so there was no need to designate the talent with official titles, as they would be recognized immediately.


Employees and Sr. Management raved about the video, and walked away emotionally affected. Excitement built with every new face that appeared and inspired staff to continue to put their all behind R.E.A.L. service. They began using the video as a Human Resource tool for new employee orientation. Some of the member testimonies were so powerful as a branding message, we decided to use

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