Everybody agreed: AppleCare was the absolute best at solving tech issues for their customers. But, everybody also agreed: AppleCare techs were less than best at connecting with their clients as people. So we created an internal campaign for the almost 60,000 AppleCare Advisors worldwide. Using real audio from real calls, we created documentaries that showed Advisors just how important their work truly is for the people they help. The result was big improvements in both morale and customer satisfaction.