Barclays boss Antony Jenkins tells staff to think about customers' feelings After two weeks as chief executive of Barclays, Antony Jenkins on Thursday wrote to staff to tell them how success would be defined. It will not just be about providing the services that customers expect from the bank; it will also be about how they are made to "feel." Success will be defined by how our stakeholders think and feel about Barclays. It is about creating an emotional as well as intellectual connection with them," wrote Mr Jenkins in his first letter to the bank's 140,000 staff since being appointed to replace Bob Diamond as chief executive last month. "Think about the brands which provoke the strongest positive responses in people and you are probably thinking about 'Go-To" brands: Google in search, Apple in technology, and Nike in sport, for example," he wrote. To effect this lofty aim, Mr Jenkins has put in place a programme he has dubbed Transform - short for Turnaroud, Return Acceptable Numbers, Sustain Forward Momentum. As well as Transform, Barclays has already put in place Project Mango, a review of business practices in its investment bank, which is attempting to put behind it the recent revelations over its involvement in the Libor-rigging and interest rate swap mis-selling scandals.